Market in View successfully recruited individuals to participate in a study for a specific segment of the automobile industry. Six in-home discussions were held in three major US cities. Recruits were surveyed online with follow-up phone interviews for those meeting qualifications. The final selection criteria were based on specific algorithms that included brand affinity and attitudinal questions to insure the client’s target audience was achieved. Participants provided valuable feedback during each of the two hour interviews. Ultimately, this preliminary research project contributed to significant increase in business for the client.
| service: | Qualitative |
| completion date: | August 2014 |
| the approach: | The targeting requirements for this recruit consisted of identifying six interviewees in each metropolitan area. Following the initial survey, all qualifying participants were phone interviewed to ensure they exhibit certain automobile buying habits and attitudes, with particular emphasis in this segment of the automobile market. To achieve a warm and relaxed environment, the two hour interviews were held at the participants’ homes. |
| the results: | Market in View was able to identify the participants needed for full recruitment of this project. By finding individuals who would share freely and who had genuine enthusiasm for this type of automobile, insights were gained. When these results were combined with the client’s larger project in this market, the client was able to gain a significant business contract. |