ABOUT THE CLIENT
The Client was the biggest automaker in the world offering cars across categories.
APPROACH
Face to face surveys
A/B testing
PROBLEM STATEMENT
The client discovered that a competitor plans to launch a vehicle in a segment where they are currently the leader.
There was a lack of understanding about luxury car owners’ behavior and attitude when buying a secondary car.
The client needed to explore consumer openness to new brands at different price points.
Insights were required on factors influencing luxury car purchase decisions, especially regarding secondary usage.
OUR SOLUTIONS
We reached out to luxury car owners in Delhi and Mumbai and did face to face interviews
We understood the usage of secondary cars by luxury car owners
We explored the importance of different car related factors and their effect on purchase
We also utilized A/B testing to understand the preference among two car models
KEY TAKEAWAYS
Top features requirement among luxury car owners
Openness to try new brand at different price points
Client’s and competition brand perception among consumers
The strategic insights helped the client in gauging the market reality and understanding of the prospect. It helped them in preparing against the competition launch.
OUTCOME
Identified top features required by luxury car owners and their brand perceptions.
Provided strategic insights that helped the client prepare for competition by understanding market reality and customer expectations.