PRODUCT ACCEPTANCE STUDY THROUGH CAR CLINICS

Client is an industry leader in electric and internal combustion engine automotive manufacturing in India. The client uses state-of-the-art technology to deliver first-rate service at every interaction point, all while fostering an atmosphere of trust and openness in its community.

The Problem Statement :

In recent years, the Indian market has demonstrated a high demand for compact SUVs and MPVs; and the client recognizes that the "small SUV" market segment has excellent growth potential.
The client desired to gauge product acceptance testing for its planned small SUV segment to ensure that its product planning efforts were proceeding in the right direction.
The client wanted to gather insights on the following:

Assess the attractiveness, strengths, and weaknesses of the test car.
Business potential of a new model in a pre-defined competitive set.
Determine the share of preference expressed by the target consumers towards the test vehicle.
Consumer likes and dislikes of exteriors & interiors from different viewing angles.
Estimate the acceptable price range of the test car.

Our Research Approach :

Novus Insights devised a hybrid methodology incorporating both quantitative and qualitative research using central location testing in order to comprehend consumers' attitudes and mindsets towards clients’ test cars through the car clinic.
Quantitative Research - Face-to-face interviews were conducted with prospective customers of compact SUVs in order to gain a deeper understanding of

Demographic profile of the respondent, details of vehicle owned, & car usage information.
Spontaneous reactions on the exteriors and interiors of the test vehicle – front evaluation, side evaluation, rear evaluation, front seat, second row, and cargo area.
Vehicle imagery related to an ideal passenger car segment.
Price sensitivity and technical insights.

Qualitative Research: Focus Group Discussions were conducted among an exclusive set of prospective customers for a better exchange of thoughts and opinions.

All participants were called to the clinic venue for the discussion in which each FGD was comprised of 6 respondents.
Primary objective was to understand the reason for the acceptance/ rejection of the test vehicle.
Detailed discussions were conducted based on test vehicles’ design, features, etc.
Duration of each FGD was about 1.5 hours - 2 hours.

Pre-Clinic Process.

First Impression: Front / Side / Rear.

Detailed Evaluation Of Exterior.

Detailed Evaluation Of Interior.

Novus Insights Car Clinic Process Flow

Technical Evaluation.

Purchase Consideration.

Gauging Respondent View On Price.

Exclusive Set Invited For Qualitative Discussion.

FIELD QUALITY ASSURANCE :

Novus Insights hired G4S security to adhere to the best security standards.
No one was permitted to enter the display area without first being cleared by the security guards
Cars, and especially mock-ups, were transported by closed trucks.
Sample car was fully masked & bought into the venue after sunset.
24 hours security guards on site were arranged by the Novus Team.
No respondent was allowed to bring any cell phone/camera or related objects into the clinic area.
While advanced clinic properties were being unloaded or loaded, 2 guards were stationed at the loading area to ensure that properties are not seen or photographed by the public.

Key Takeaways of the Research:

Key insights were highlighted which assisted the client in thoroughly analyzing the small SUV segment by understanding the following attributes:
- Consumer understanding of the test vehicle and improvement areas.
- Reasons for test vehicles’ acceptance or rejections.
- Detailed evaluation of key design, body lines, lamps, ORVM, handles, front grille, bumper, and ground clearance.
- Perception/opinion about the image of the test vehicle.
- Reactions to technical specifications and opportunities for development.

Geographic Coverage :

Mumbai & Hyderabad