Why should car-makers understand those who won’t buy?
We all know that new car models, brand new drive train systems, long-awaited infotainment upgrades, or new car form varieties require months and years in the planning. So, it is never good news when sales results do not follow launch success. Finding what causes this gap could make a difference in manufacturers’ future development efforts.
This is where the EARLY BRAND REJECTER (EBR) analysis comes in handy. This analysis provides manufacturers with insights about WHO have they lost as a client/customer, WHEN in the process they have been lost (e.g. the creation, pre-production, or during the launch period), WHY they have lost them and WHAT the key reasons behind their desires and barriers are.
The early and actionable feedback gained on new products, services, and customer experiences is a valuable asset for manufacturers. And the research that delivers insights into why consumers are buying, recommending, or rejecting can deliver the crucial edge needed to succeed.
Manufacturers can then fine-tune their communications and sales plans to reduce the ‘rejecters’ and increase enthusiasts.
How can we help?
Our consumer feedback is designed to pick up on the experiences early in any product or service life-cycle, identifying key reasons for purchase as well as for rejection, and articulating the insights behind desires and barriers. Most importantly, all without the complexity and cost that normally go with such custom research assignments or the delay of data that only makes its way back to manufacturers months after launch.
Depending on our clients’ requests and objectives, we usually conduct this study either as a stand-alone project or sometimes mixed with another method. For instance, we might conduct this study 3-6 months before a car is launched, in a clinic, or even sometimes during the launch itself.
Based on the results obtained from rejecters’ answers, we will then further classify the respondents into 3 categories; soft rejecter, medium rejecter, and strong rejecter, and each of these groups will be tested on various other topics such as:
- Brand Satisfaction / Dissatisfaction
- Brand Influence
- Shopping List
- Information Sources
- Purchase Decision Process
- Rejection Reason
- Rejecter Profiling
To make it actionable for our clients, ADK INSIGHTS has created the full ‘Early Rejecter Feedback’ report, which is usually followed by an implementation workshop.
ADK INSIGHTS continues to test new and innovative research methods for the mobility industry. If you want to know further about our methods and how it can apply for your business, please contact Dam, Rob, or Nimrod.