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Case Story: Satellite Navigation

Client Issue

Our client wanted to gain a better understanding of customer preferences in the fast-moving satellite navigation market and determine if there would be scope for introducing a new low-cost alternative product offering.

GfK Automotive Solution

We carried out online quantitative research among satellite navigation device users using a choice-based conjoint exercise to determine consumers’ preferences for product features and prices, incorporating current and future product offerings.

Working with our Marketing Sciences Centre of Excellence, we developed a fully interactive market simulator to allow our client to view the output from any number of different product/ pricing scenarios. This provided them with information to simulate the market with or without the new low-cost product and refine existing product offerings.