THE BRIEF
The client is seeking to conduct a Car Clinic to test their new 7-seater prototype before launching it in the market.
With the Malaysian automotive market becoming increasingly competitive and saturated with new brands and models, the client seeks to use this research to gain a deeper understanding of consumer preferences, market dynamics, and the potential for the new 7-seater model.
This will help refine the vehicle’s appeal, assess how it fits within the competitive landscape, and ensure that it meets the expectations of the target audience before its official launch.
OUR APPROACH
Based on the client’s requirements and objectives, we have employed a 2-phase research plan to provide a holistic understanding.
Phase 1: Quantitative Face-to-Face CAPI
Participants are invited to the Car Clinic venue to evaluate the new 7-seater prototype alongside key competitor models. The evaluation focuses on critical aspects such as exterior and interior design, vehicle specifications, branding, and pricing. Prior to the model assessment, respondents’ usage patterns and purchasing behaviors such as consideration factors and switching patterns are also examined. The objective of this phase is to provide robust quantitative data on the product’s competitive positioning, including design appeal, feature preferences, in-cabin spaciousness, and price sensitivity. Additionally, it aims to gauge the model’s market perception and personification relative to competitors, while profiling potential customers based on purchasing attitudes, media consumption habits, and overall market behavior.
Phase 2: Qualitative Focus Group Discussion (FGD)
A selected group of respondents from the Quantitative phase were invited to join the FGD sessions. The objective of this phase is to gain deeper understanding of the product’s competitiveness, providing detailed insights that complement the quantitative findings. The phase will also map the customer journey (from triggers to actions), identifying key consideration factors, information sources, and touchpoint impacts. Additionally, it highlights the potential opportunities and white spaces for optimization, based on competitive analysis. The FGD sessions add a deeper layer to the profile of potential customers by understanding their psychographic profiles; while also includes testing of various marketing communication strategies to identify the most effective approach.
THE OUTPUT
The research enabled the client to clearly identify their target buyers (both primary and secondary) and understand the key consumer segments.
It has provided a detailed analysis of the competitive landscape, allowing the client to position the new 7-seater effectively against key competitors.
The study also helped determine the optimal pricing strategy for each variant, while offering insights into the most suitable marketing approach.
With these findings, the client is equipped to make informed decisions on market positioning, pricing, and communication strategies to maximize the success of the new model.