B2B International has extensive experience in corporate positioning research and brand research, along with customer/dealership satisfaction surveys and wide ranging consultancy services to other areas within the automotive sector.
In recent years, we have conducted automotive market research in the following areas:
Our client makes workplace gloves used in the automotive industry. It wanted to understand how the gloves are used and what wearers think of them. Much quantitative research amongst wearers had already been carried out and so it was decided to carry out ethnographic research to observe how the gloves are used on assembly lines.
Obtaining cooperation to carry out ethnographic research in automotive assembly plants is not easy. The car assemblers are concerned about security and will not readily allow researchers to walk anywhere within their factories. However, some large car and truck manufacturers provide guided tours of their plants and this allowed us to use observation to determine who wears gloves, what types of gloves they wear and what condition they are in. We also made factory visits organized in combination with our client’s sales representatives.
Findings from the automotive market research study showed that the gloves were performing well and are used correctly by the workforce. However, it also indicated that there is an opportunity for arm protection sleeves, a complimentary product to gloves.