Case Story: Why Not? Showroom Rejection Monitor
Client Issue
Assuming an initial level of purchase interest, our client wanted to analyse the effect key brand touch points have on potential customers and how they affect their final purchase decision. In particular our client wanted to explore reasons why their brand and models might be rejected by recent purchasers of competitive vehicles.
GfK Automotive Solution
Our solution was to explore actions undertaken during the purchase process by recent car buyers, via online interviews.
Recent new car buyers were interviewed online – structured by different segments - to determine steps undertaken during the purchase process. Respondents were probed to examine reasons for rejecting our client’s brand at each level of the purchase consideration funnel.
Follow-up telephone interviews were then conducted to ensure we gained in-depth feedback for each rejection area of strategic importance. The resulting data enabled the client to understand more clearly why they were not converting more sales and to tailor future model launch programmes accordingly.
More information
Francisco Lopez Ramirez
Managing Director
+44 (0) 20 7890 9300
Francisco.LopezRamirez@gfk.com