The challenge - evaluation of a disruptive premium car sharing service
We were challenged to create a research programme to understand the interest in the concept for a disruptive premium car sharing model for major cities, to include:
– The barriers to premium car ownership in cities, and the motivations for a shared ownership of your dream car
– The potential market size and likely take up
– The needs / wants of potential owners
The research needed to support product development, funding & investment, and launch.
Online quantitative interviews were undertaken with a Nat rep audience of consumers to establish overall market evaluation; buyer motivations; barriers to take up; likelihood to consider; sensitivity to price/ subscription model.
Analytical trade-off techniques were used including the creation of a frame operating module
Through the research we were able to deliver a clear indication of the market size and likely adoption funnel. Also recommendations on refinements to the overall product/ service specification to optimise take up.
The insight also provided indications on key messages for marketing/ advertising to appeal to target audience personas.
The research was used to underpin a business investment plan, with the product being launched 24 months after the research initiative.