Automotive and Mobility
Perceptions of owners and prospective buyers of mid-displacement motorcycles
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the motorcycle segment needed to understand the perceptions of owners and prospective buyers of 250cc to 750cc motorcycles in two strategic Latin American markets: Brazil and Argentina.
The challenge involved hearing from different profiles within that universe, covering men at different professional and socioeconomic stages, from students and early-career professionals to business owners and more experienced salaried workers.
Beyond the diversity of profiles, it was necessary to ensure a simultaneous operation in two countries, recruiting participants who matched the established quotas and providing a structure that allowed in-depth discussion of the category.
Methodology applied
- Recruitment of owners and intenders of 250cc to 750cc motorcycles, according to the criteria and quotas defined in the screener
- 10 online focus groups, with 5 groups in Brazil and 5 in Argentina
- Groups lasting 2 hours and 30 minutes, conducted from a structured moderation guide
- Inclusion of different professional and socioeconomic profiles among participants
- Full operation of recruitment, incentives, moderation and study management in both markets
- Briefing and debriefing with a dedicated session for each stage
- Translation of materials and transcription of the discussions into English
- Delivery of recordings and transcripts as part of the project