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 road safety foundation in the Middle East, working in Dubai, Abu Dhabi, Riyadh, Jeddah, Doha & Cairo. Client identity is withheld to protect confidentiality.
- Organisation
- A road safety foundation in the Middle East
- Sector
- Automotive
- Team engaged
- Market Research
- Services
- Consumer panel, Qualitative research, Content marketing
Client challenge
Few families used child car seats, and the foundation wanted to understand why before launching an awareness campaign.
Research objectives
- Deliver on the brief: understanding parents’ attitudes to child car seats.
- Understand the views, needs and behaviour of parents.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 1,500 parents.
- parents1,500
Audiences we typically reach in automotive
Car and two-wheeler buyersVehicle ownersDealers and sales staffMechanics and workshopsFleet operators
Geographic coverage
Coverage: Dubai, Abu Dhabi, Riyadh, Jeddah, Doha & Cairo. Markets: United Arab Emirates, Saudi Arabia, Qatar and Egypt.
- United Arab Emirates
- Saudi Arabia
- Qatar
- Egypt
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Online survey
- 3Parent group discussions
- 4Insight
We surveyed parents who owned cars about travel habits, safety beliefs and barriers, and held group discussions to test campaign messages.
Consumer panelQualitative researchContent marketing
Sampling strategy
- parents
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- discussions
- 8
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- 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
- Many parents believed holding a child was safe on short trips.
Testing messages before launch avoided a campaign built on assumptions.
Recommendations
- Build on the core insight: testing messages before launch avoided a campaign built on assumptions.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- Messages showing real crash physics and practical installation help tested best, and the foundation built its campaign around them.
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: how satisfied are dealers with the brand?
Client identity is withheld to protect confidentiality.