Industry overview
What is shaping automotive
The automotive market spans cars, two-wheelers, commercial vehicles and a fast-growing EV segment. Buyers research online but still decide at the dealership, and mechanics shape the aftermarket.
- EV adoption is moving from early adopters to the mainstream
- Online research shapes the shortlist before the showroom visit
- Independent mechanics drive aftermarket brand choices
Client background
A commercial vehicle manufacturer, working in Major transport hubs in eight states. Client identity is withheld to protect confidentiality.
- Organisation
- A commercial vehicle manufacturer
- Sector
- Automotive
- Team engaged
- Market Research
- Services
- Qualitative research, Quantitative research, Offline data collection
Client challenge
The manufacturer was designing a new light truck and needed to understand what small fleet owners valued most in operating economics, financing and service.
Research objectives
- Deliver on the brief: listening to small fleet owners before a truck launch.
- Understand the views, needs and behaviour of fleet owners.
- Understand the views, needs and behaviour of drivers.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 600 fleet owners and 300 drivers.
- fleet owners600
- drivers300
Audiences we typically reach in automotive
Car and two-wheeler buyersVehicle ownersDealers and sales staffMechanics and workshopsFleet operators
Geographic coverage
Coverage: Major transport hubs in eight states. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Fleet owner interviews at transport nagars
- 3Driver interviews
- 4Insight
Interviewers met fleet owners and drivers at transport hubs and dhabas, discussing fuel efficiency, payload, uptime, resale, financing and driver comfort.
Qualitative researchQuantitative researchOffline data collection
Sampling strategy
- fleet owners
- 600
- drivers
- 300
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Respondents were selected across Major transport hubs in eight states using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Trained local-language interviewers conducted interviews in person, supervised in the field.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Uptime and quick service along highways mattered more than small gains in fuel efficiency.
Meeting customers where they work produced candid, practical insights.
Recommendations
- Build on the core insight: meeting customers where they work produced candid, practical insights.
- Focus effort where the evidence was strongest: uptime and quick service along highways mattered more than small gains in fuel efficiency.
- Re-measure after the changes to confirm the effect.
Business impact
- The manufacturer strengthened its highway service network plan alongside the launch.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: which parts brands do mechanics recommend?
Client identity is withheld to protect confidentiality.