1. BUSINESS OBJECTIVES
The client’s objective was to gain in-depth understanding of vehicle driving apps. The client aimed to identify areas of potential improvement and the specific needs of the current owner in terms of app services.
2. BAZIS SOLUTION
The study comprised a series of focus groups with car owners. Focus group participants were invited to take part in a two-hour home visit where our research team posed more in-depth questions about specific issues and observed how they used the app that came with the car.
3. CLIENT IMPACT
The research findings enabled the client to map consumer purchase journey and key touch points, to get inspiring ideas about changing trends in the market, to collect details about preferred technologies. They also provided attributes and segmentation hypotheses for quantitative study.