Case Study: Product & Service Innovation
Buying a car needs mediating
A leading automotive pricing and information website was looking to make the auto buying experience more satisfying for consumers, dealers and even car manufacturers.
The issue
A leading automotive pricing and information website was looking to make the auto buying experience more satisfying for consumer, dealers and even car manufacturers. The dealership industry is resistant to change, so our client partnered with us to identify a middle ground where dealers can happily meet consumers’ expectations.
What we did
We designed an extensive research plan that started with a two-phase qualitative study, followed by segmentation and tracking work. Mid-qualitative, we realized there was a need to create a mediating tool between car buyers and dealers to reduce the tension, and test it in the groups.
Results
The tool was well received by consumers and dealers, and has the potential to facilitate a smoother, simpler negotiation. It is now being fully produced and we’ll continue test its usability in market over the coming months.
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