
At COG we have worked with the auto industry on car clinics, ad tracking and new product evaluation. Some of our most interesting work has been around the whole process, from the customer's side - how we choose cars. We did a big ethnographic study 15 years ago, that helped the industry understand the different paths to purchase choosers can follow.
We just updated this study, following people over 6 months and more as they searched for cars, changed their wishlist, agonised about electric, hybrid or ICE, and made sense of car finance.
Car buying is both easier today (most cars are good) and really hard (many more brands, power sources, purchase options). One missed opportunity is the role for AI for customers - helping us choose the best car for us, not for the salesman. And while the market has changed, the human buyer types remain very much the same. Which is why we combined large scale quantitative surveys among thousands of new car buyers, in depth qualitative research and digital ethnography to fully capture behaviours and touchpoints, and why we used AI and behavioural economics to help us make sense of the data.
Contact Rob Ellis to find out more
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