The Task
- Our Client wanted to understand the dynamics that impact the choice of a small diesel 3 wheeler passenger, purchase process
- Understanding drivers and need gaps with Client and competition
The Method
- In-depth interviews with owners/brokers/dealers/mechanics
- Mini group discussions, conflict groups, mystery shopping
The Outcome
- Truths about the market and owner drivers
- Purchase decision making drivers – experience at dealer
- Need to communicate new and relevant features
- Need to focus on suitability as per market and dial up the relevant features
How the Client benefited
- Client could understand the feature advantages and need gaps of their and competition brands