ABOUT THE CLIENT
Client is a leading automobile manufacturer in India.
Geography: India
APPROACH
Mixed (Qualitative + Quantitative)
Sequential Monadic surveys, A/B testing Sample Size - 300
Duration: 20 days
PROBLEM STATEMENT
Analyse consumer decision-making in the SUV and mid-SUV segments.
Assess consumer willingness to experiment with new car brands.
Identify key purchase factors.
Determine impact of new car models on brand perception.
OUR SOLUTIONS
20-day study.
300 new SUV owners.
Sequential Monadic technique.
A/B testing comparing consumer preferences between two car models.
Team of 4.
Deliverables: Consumer decision journey report, brand consideration set analysis, purchase factor ranking, A/B test insights, online influence assessment.
KEY TAKEAWAYS
How new car brands influence consumer perception.
How consumers filter and finalise brands from consideration set.
Top features impacting SUV purchase decisions.
OUTCOME
Understanding of online information's role in decision-making.
Insights into type of information potential buyers seek online.
Explanation of how launching a new car model affects overall brand perception.
Impact: 300 new SUV owners surveyed; 20-day study; A/B testing of 2 car models.
