product development clinicS
THE Situation
A major global automotive company was introducing a completely redesigned product in Europe, a market traditionally weak for their brand. They sought detailed product feedback, and choice and pricing data, from qualified respondents, in order to perform market simulations and plan volumes for budget and factory planning. Three key markets were identified: Italy, Germany and France – with the UK (initially) avoided due to perceived expense.
The approach
We pitched to a tightly designed brief, against two European market leaders in automotive market research.
A three-day clinic in three cities over three consecutive weekends was required, hosting 270 respondents for 2.5 hour interviews in each location, with re-invited focus groups across the weekend.
Each interview was CAPI interviewer led, with an Adaptive Choice Based Conjoint.
Focus groups covered product, brand and a review of proposed communications. These were conducted in local language with simultaneous translation, live two-camera mixing and big-screen two-channel live playback to a client viewing room.
We reported topline data a day after the close of fieldwork in each location, building to a final presentation development day at the client factory, one week after research was completed.
the outcome
Exploiting our deep sector knowledge, European network and agile low-overhead structure, we were able not only to secure the project on financial performance but significantly outperform previous suppliers in terms of project quality, timescales and client satisfaction. In particular, we provided:
- Continuity: the same knowledgeable, dedicated and trusted team for every element of this non-stop five week project
- High-quality infrastructure provision from one central provider, with the same vehicles, data crew, AV crew and logistics management at every event
- An indefatigable analyst team that demonstrated an unwavering commitment to quality
On the strength of our offer, a UK leg of the research was subsequently commissioned.