Clinics

GfK Automotive has been conducting Car Clinics for major car manufacturers for over 30 years.

Car Clinics are vital to vehicle development, providing manufacturers and their suppliers with information that can be used to influence the design, marketing and pricing of future vehicles.

Getting potential customers in to see vehicles before they are launched can highlight actual or perceived strengths and weaknesses in vehicle design which can be addressed by subsequent adjustments to the vehicle and/or its marketing.

On a multi-country 4x4 pick-up clinic for instance, it became apparent that Spanish respondents perceived the ground clearance of the client pick-up to be too low (although ground clearance was in fact comparable to the competitive set at the clinic). This was not something picked up in other European markets as off-road driving of 4x4 vehicles is far more prevalent in Spain. Consequently, necessary amendments were made to marketing communications for the vehicle in that country, prior to launch.

With the need to sometimes display confidential prototypes comes a requirement for high levels of security. Specialist companies guard the clinic hall 24 hours a day and only our staff, clients and specifically invited respondents are allowed to enter the clinic venue. Clinics are often conducted at film studios, which are ideal venues as they are secure, patrolled locations ensuring a second layer of security.

Set-up of clinics normally takes a working day with the venue a hive of activity as carpet is laid, screening put up and lighting rigs hoisted into position to create the clinic hall. Once set-up is completed, interviewer and moderator briefings can begin.

Clinics are dynamic events, with large numbers of respondents – usually hundreds over the course of two to three days – being guided around the clinic, with additional qualitative activities, such as depth interviews and focus groups, taking place at the same time.

At the end of the clinic, the set is expertly ‘torn down’ ensuring that no traces of any client confidential materials are left at the venue.