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Case Study: IQM: Intensive Quality Monitor

Client Issue

Our client was looking for a process that would enable fast, continuous and consistent monitoring of vehicle quality on newly launched models over time so that they could identify outstanding vehicle quality issues and monitor fixes as they were introduced.

GfK Automotive Solution

Our approach was to create a web-based solution that put together the detailed feedback from telephone interviews with car buyers. We conducted in-depth telephone interviews with new car buyers and, following detailed codification and analysis, loaded these on to a website which contained all historical data and complete verbatim comments. The website now provides an invaluable resource for the client to analyse and track vehicle quality across time in all their major markets and for all their model lines. This has led to a sharper management focus on vehicle quality and improvements in quality levels over time.