Research Background
- A leading car manufacturer intended to explore improving their global after-sales service potential for car lines. They generated a number of implementation ideas and wanted to check the preference from their lost customers. They were also looking for areas where those ideas could be enhanced.
Research Methodology
Phase 1
- 3 focus group discussions each lasting 3 hours
Phase 2
- 3 focus group discussions each lasting 2 hours
City Coverage
- Shanghai
Target Audience
- Good spread of car owner segments
- 100% Men
- All between 30 and 65 years old with a good spread
- Ensure a good spread of family (with/without children) & working situations
- All are the main driver of their car
- In each group:
- 50% who have been owning their car for 2 to 4 years
- 50% who have been owning their car for 5 to 9 years
- Good spread of the car residual value/trade-in value
- All are responsible for deciding where to take their car for maintenance/repair
- All recognize this car brand auto center but are either mixing with other places (independent car workshop/garage) or are lapsed users
- All have taken their car for maintenance (e.g. check-up, oil change…) or wear (e.g. change of tyres…) in the past 6 months
- All open, creative, articulate
Research Results:
UniqueView conducted all the fielding for this project and the research results helped our client understand:
- the China after-sales market from the perspective of their lost customers
- guidelines for the implementation strategy of their after-sales service in China going forward