罗兰贝格工具箱-MarketResearch-Car-Clinic-On-the-Spot Research On the Object of Desire
In many cases, qualitative preliminary studies (such as focus
groups) precede the actual car clinic. They provide the basis for
in-depth explorations on the vehicle – for instance, on the
styling/the design of the interior or, as in the case of a recent car
clinic conducted by Roland Berger Market Research, on the userfriendliness
of telematics features.
New technologies, such as emergency systems or an Internet
connection in the vehicle, are usually first offered in the luxury
classes. Therefore, drivers of such upper-class models with a strong
interest in technology constitute the desired target group for a car
clinic on telematics – a group of people which is not exactly easy
to recruit. By selecting the adequate location for the car clinic,
pointing out the necessity of conducting market research (“it is,
after all, in the interest of the users”) and recruiting participants in
those sections of town with the highest density of upper class
vehicles, we nevertheless managed to pull it off. Also, the name
“Roland Berger” in many a case made sure that the target person
stopped by despite being pressed for time.