Automotive and Mobility
Perceptions of motorcycle owners and prospective buyers
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 profile and perceptions of owners and purchase decision makers across different motorcycle models, including consumers who had seriously considered buying other models available on the market.
The challenge involved reaching owners of different models while keeping the specific profile and distribution criteria defined for each market. The research covered participants aged 18 to 35 and was structured in two phases, combining a broader quantitative stage with qualitative deep dives.
Beyond the diversity of profiles and models, the study required a field operation in two Latin American markets, with in-person interviews, CAPI and in-depth interviews, including a test drive in Bogota.
Methodology applied
- Recruitment of owners and purchase decision makers across different motorcycle models, according to the criteria defined in the screener
- Phase 1 conducted with face to face interviews using a quantitative approach
- Phase 2 combining CAPI and in-depth interviews (IDIs)
- Deep dives structured with accepters and rejecters of a given motorcycle model, alongside owners of different models on the market
- Interviews lasting 30 minutes in Phase 1 and sessions of 45 and 60 minutes in Phase 2
- Fieldwork carried out in Bogota and Guatemala
- Test drive conducted in Bogota as part of the research