Automotive and Mobility
Perceptions of pickup truck owners and purchase decision makers
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 automotive sector needed to understand the perspective of pickup truck owners and of the decision makers involved in buying new vehicles.
The challenge was to reach consumers with recent purchase experience who met specific profile and behavior criteria. Participants had to be between 22 and 50 years old, have bought a new car between 2022 and 2024 and not reject Chinese brands.
Beyond the interview stage, the project included an in-person experience that allowed participants to look at a vehicle on display before the discussion, creating a context closer to the real experience of evaluating a pickup truck.
Methodology applied
- Recruitment of purchase decision makers and vehicle owners according to specific profile and purchase experience criteria
- 1 in-person focus group (FG), with 3 main participants and 1 backup
- 35 in-person interviews (CLT), with 5 additional participants as backup
- Pre-task applied in connection with the focus group
- Interviews lasting 120 minutes in the focus groups and 60 minutes in the CLTs
- Fieldwork carried out in São Paulo
- Room structured for the CLT interviews, with a support team and tablets
- Translation of the materials used in the research
- Full management of recruitment, incentives and field operation
- A vehicle made available on display at the group venue for participants to observe before the discussion