Automotive and Mobility
Understanding motorcycle buyers and prospective buyers in two Latin American markets
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 sector needed an in-depth understanding of men who had already bought a new motorcycle and of prospective buyers planning to acquire one in the coming months.
The challenge was to bring distinct profiles into a single study: recent owners, who had already been through the selection and purchase process, and intenders, who already owned a two-wheeled vehicle and were considering a new acquisition.
Beyond ensuring strict adherence to the profile criteria, the research had to be conducted in person in two Latin American markets, Buenos Aires in Argentina and Medellin in Colombia, creating the conditions for in-depth discussions and complementary activities with participants.
Methodology applied
- Recruitment of motorcycle owners and prospective buyers according to specific profile and purchase intent criteria
- 75 in-person interviews of 75 minutes each, comprising 38 buyers and 37 intenders
- 6 in-person focus groups, with 4 main groups and 1 backup per group
- Discussions held in mirror rooms, with facilities for client observation
- Virtual reality activity run in an adjoining room and streamed live to the mirror room
- Field operation with interviewers, coordination, support, reception staff and bilingual technicians
- Simultaneous English interpretation and translation of the materials used in the research
- Fieldwork executed in Buenos Aires and Medellin, covering different profiles within the target audience