survey on car tires
TRANSCRIPT
Survey on Car Tires
Study Type:
Target Group:
Sample Size:
Geography :
Car owners who are decision makers of
their vehicle maintenance
and tires
Sample Only Adhoc
India & China
300 completes in each country (Net N=600)
What was the research problem?
A leading tire manufacturer approached Borderless Access for a study for its end-client. The client felt that in the markets – India and China, there was lack of understanding of perspectives among four-wheeler vehicle owners and also those who are decision makers of their vehicle maintenance & tires. The client observed strong and increasing challenges in penetrating the required audience segment.
What were the challenges?
The study required us to maintain a good representation by demographics such as age & gender. The biggest challenge was to ensure sufficient representation of female respondents. In terms of car ownership, it was a daunting task in both the markets, to reach the required female respondent number. Added to this, the LOI was around 40 minutes, which was susceptible to high drop-out rates.
How did Borderless Access solve the problem?
To help our client address this requirement, we followed a comprehensive research strategy to design and execute an effective campaign.
• We targeted the pre-identified car owners from our panel and also ran an exclusive referral exercise before the survey was launched to boost the response rate from females.
• Another step towards this project was to target respondents from the top 20% annual HHI group to deliver relevant responses
• We also implemented a combination of attractive incentives for the respondents to avoid high dropout rates
Our strategy in breaking the barrier to reach the right audience with a right mix in terms of both age & gender, was instrumental in achieving quality completes. The campaign provided a significant baseline and threw up results that were distinctive, interesting and usable to foresee future insights. The client was delighted with the results & provided a positive feedback.
Outcome:
6
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