Case study Car Sharing

A car sharing provider wants to know which target groups it can reach with an innovative service concept, and what potential business can develop from this.
Our target group research has two phases. In qualitative interviews we draw up personality profiles covering sociodemographic psychographic and motivational aspects. A subsequent quantitative segmentation study builds on the key items identified in the qualitative study, and uses cluster analysis to determine the exact size of the customer segments.
Integration of the qualitative and quantitative study modules gives our client a range of strategic options for further product development and successful contact with target groups.