Decision Point’s automotive market research team provides accurate and reliable data insights to car manufacturers and market research agencies with the help of both quantitative and qualitative methods.
We undertake car clinic tests across Canada and the US from small, single city static evaluations to large-scale, multi-city/country tests.
Rely on us for guidance and support at every stage of the development process from design choices, prototype refinement, and package optimization to target audience definition and launch price positioning.
At Decision Point we employ a standard car clinic model which consists of four dimensions:
This is the most holistic option, which includes detailed evaluations of packages and features, instrumentation, interior/exterior styling/image, product positioning, and pricing. There can also be an emphasis on advertising/communication strategies.
These clinics measure feature usability and evaluation of the prototype’s, or already existing car’s, appearance and interior for further modification.
This is research aimed at the study of price positioning of a car model, either new or already present in the market.
Virtual Clinics are scaled down versions of the Static Clinic, where the clinic is conducted with high quality photos/videos of the client’s and competitor’s vehicles. This approach enables the customer to solve pricing issues and market positioning.
Overview of Our Car Clinic Process
We will tailor our car clinic design to meet your research objectives and work within your budget.
Each team is led by a Senior Researcher, who is involved in all aspects of the clinic experience.
For qualitative sessions, focus group discussions and in-depth interviews are moderated by a professional moderator who has over 5 years of qualitative experience in the automotive research. The moderator will have a 2 to 3 hour instruction session with clients.
For the quantitative sessions, we carefully select interviewers and assistants who are experienced and possess automotive-relevant knowledge. Our researcher and field work manager conduct training sessions prior to the clinic going live.
Selecting the right venue is essential. We take into account all necessary factors, including:
- Location in relation to the desired respondents
- Space required
- Whether zones or separate rooms are needed
Whether the research occurs at one of our locations or at any given venue across Canada or the US, we will take responsibility for facilitating bookings.
Recruiting the Right Target Group
Recruiting the right respondents is the most crucial part of any car clinic, as these studies are typically conducted on a smaller selection and rely on the quality of the received data (rather than quantity).
Decision Point has unparalleled skills and resources to recruit the targeted participants in a matter of days.
Commitment to Security
Security is a critical aspect of our car clinics given the confidentiality of the research being undertaken. Generally, we recommend hiring 4 security personnel for check-in and 24 hour venue surveillance. We also maintain a strict set of security standards, which can be altered or strengthened at your request.
Clinic sessions may vary depending on car clinic design, however, in general they consist of following:
|Quantitative Sessions||Qualitative Sessions|
|Pre-static Session||Expert Interviews|
|Main static Session||Mini-group Interviews|
|Focus Group Interviews|
|* A simultaneous translator is available upon request. A debriefing session is held after each qualitative session.|