Qualitative Research

GfK Automotive offers its clients a rich diversity of experience in the fields of qualitative and ethnographic research.

The insight gathered through qualitative and ethnographic research is clearly recognised by clients seeking greater consumer insights to drive company growth. When looking for new roads to innovation and clarification of consumer needs, there is no more direct a route than the methods and techniques available in these types of research.

Qualitative research has evolved in multiple directions from its roots in the traditional focus group and one-on-one depth interview. Much of this growth is the direct result of listening to the unmet needs of clients and designing solutions to meet them. By partnering with other disciplines and techniques, the qualitative range now addresses both the right and the left brain thinking and needs.

• GfK’s Qualitative research practice is led by a core group of world-leading practitioners and enjoys exclusive access to a worldwide network of seasoned field researchers, many of them with industry sector specializations.
• Through the use of our qualitative expertise, we have helped our clients in areas including:

New Product Development

From full scale car clinics to co-creating the design of a sports car, GfK Automotive offer techniques to extract development opportunities for our clients

Customer Insight and Segmentation

GfK Automotive are experts in identifying the insights into consumers that lead to effective marketing strategies. This ranges from working with a pre-defined customer group through to helping our clients define and segment profitable audiences

Innovation and Opportunity

Whether researching candidate innovation ideas or identifying new opportunities in the market, our qualitative research techniques are designed to pinpoint the insights clients need. Our approach is flexible enough to cover the whole range of automotive inquiries – from understanding how commercial customers utilise their van load space, to designing the interior cabin space of a new 4x4

Ad Pre-testing and Marketing Awareness

Qualitative research will provide our clients with detailed feedback on the effectiveness of client advertising campaigns, and also the penetration level and awareness of current marketing

Customer Relationship Management

As well as helping our clients to identify ways to attract customers, we also show them how to build and maintain relationships with those customers – from the development of communication materials during the ownership lifecycle, to being aware of what is deemed to be ‘good customer service’