Definition
First “Car Clinic” research was conducted all the way back in 1955 by a Synovate founder company.
Since than, it is used to help automobile manufacturers to design the specifics of its products by understanding the target audience’s requirements and preferences. According to that information producer than can optimize such things as features and benefits, value, price, product positioning, product utility, specific functionality, or styling of the car at each stage of the development process.
“Car Clinic” research involves recruiting 150-250 respondents according to certain criteria, to a central location to view, touch and feel either a specific car, or a certain class of cars and to provide a detailed feedback. During this research, participants are asked to perform specific tasks in and around the vehicles, either filling in the questions as they go, or providing feedback at the end of the session.
Bazis IG Team took part in ESOMAR AUTOMOTIVE 2008 conference in Lausanne on March 3-5, 2008!
Research director of Bazis IG, Tatiana Barakshina express own opinion: "Geneva International Motor Show, one of the major worldwide evens in the car industry, attracts thousands of international visitors every year, and market researchers are not an exception. Bazis IG participated this year in Esomar Automotive research conference in Lausanne, held in conjunction with the yearly event in Geneva.
Russian side was represented by several market research companies. Alexander Bredikhin, head of strategic marketing department of Avtovaz (current market leader in terms of automotive unit sales in Russia), was among the invited speakers. Level of interest from the international community to Russian market is enormous. Two out of ten presentations at the conference were fully devoted to segmentation approaches that help target growing mass of Russian new car buyers. Several other presentations used Russian field work as case studies to present overall research findings. Growing segment of luxury car buyers seems to be of equal interest to European car manufacturers as the low-cost utility segment.
Interestingly enough, Russians treat their automobiles as the primary means of self-expression, a way to show their social status and aesthetic preferences. Ethnographic research, wich seems to be among the buzz topics across all research industries, provided great means of communicating exactly what a new Russia car buyer stands for: large black SUV, dark glasses, aggressive driving manner – with a kind soul. A joke that is not regarded as such by the Russians – “there are no roads in Russia, just directions” – created a wave of excitement among the expert research audience in Lausanne. This expression probably came closest to reveal true feelings of the international researchers who had a chance to experience “the Russian roads” themselves.
In the meanwhile, European community turns to be more and more environmentally-oriented, with low emissions becoming a necessary criterion in the short-listed buying criteria. Hence, the keynote speaker of the conference, Shai Agassi, CEO and Founder of Better PLC, USA, was accepted by the audience with a great interest. His passionate and argumentative presentation was about electric cars – a project that received a green light in Israel, and is currently being rolled out with help of the Better PLC.
Truly international, with brilliant speakers and attentive organizers – Lausanne AUTOMOTIVE 2008 was a great conference to attend".
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