The challenge

We were commissioned by an automotive purchasing and wholesale company. The company has been a heavy advertiser on television for many years. They wished to consider the effectiveness of a number of alternative creative routes.

Objectives

• To consider the perceived advantages and disadvantages of different methods of selling a car
• To understand how the current service offered by the client was viewed by customers and potential customers
• To assess awareness and attitudes towards the company’s current advertising
• To consider which, if any, of four alternative advertising approaches would make an effective campaign.

Our approach

Little research had been undertaken by the company before. It was therefore difficult to anticipate in advance what issues were likely to be raised by customers. For this reason we recommended running focus groups. The ‘brainstorming’ approach of a focus group allows people to in depth discussions. This often leads to lead to insights which are beyond the scope of quantitative research such as an online survey.

We ran four focus groups. Two were held in the North of England, and two in the South. All the participants had purchased a car in the last six months or planned to do so in the next six months. Two groups were held with female respondents only, two with male respondents only.

We identified occasions when each of the alternative methods of selling a car would be appropriate. We then asked the focus group to discuss the strengths and weaknesses of the company’s current operations.

Outcomes

Some general themes emerged as points to stress when advertising the company’s services. We also passed on suggestions as to how the services could be improved.

Of the four advertising approaches considered, two showed the most promise. We also put forward ideas as to make the messages even more effective than any of those discussed. A recommendation was left with the client that this new approach was worthy of serious consideration.

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The challenge

A leading UK based automotive supplier felt their level of customer service to trade and retail customers could be improved. They wanted to understand areas of weakness and assess the impact of training schemes on performance.

Objectives

• To monitor levels of customer service on an ongoing basis and identify strengths and weaknesses
• To identify branches where improvements in customer service can be made
• To identify training needs and establish how those needs can best be met

Our approach

Mystery shopping was the perfect way to fulfil these objectives. Our experienced mystery shoppers posed as potential buyers. They called up with questions about price and availability. We used a range of different scenarios each quarter. So that we could make valid comparisons, we repeated each scenario identically across all the client’s branches.

We posed as both trade and retail customers, recording the calls. Our client’s staff were evaluated against specific criteria. These include speed of response, their manner, selling ability and knowledge. To make sure our comparisons were consistent, our PCP specialists carried out marking centrally using the call recordings.

Outcomes

We produced reports and presentations each quarter on a branch-by-branch basis. These highlighted where improvements could be made and recommendations of how to do this. We then re-assessed that branch a few months later to see if this had happened.

We also ran on-site practical training sessions. Some staff played the role of customers whilst others responded to their enquiries. Then we constructively discussed their performance in the context of the mystery shopping findings.

We were delighted to work with this client for more than a decade. As their business expanded so did the scope of this automotive mystery shopping project. We used to assess three branches. Now they have more than 50.

Because of the success of this automotive mystery shopping, we were asked to carry out other market research work by this client. This included identifying factors which influence the trade’s choice of supplier through qualitative research.

We also looked at trade awareness of the client and their competitors and the effectiveness of their advertising through quantitative research.

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