Industries The 2018 Guide to Qualitative Research Methods

 Automotive Market Research

Baby Can You Drive My Car?

Want to understand  automotive?  Put Doyle Research in the driver’s seat.  With extensive automotive experience, plus a deep understanding of the customer journey in a variety of categories and contexts, we have the industry know-how and strategic smarts needed to get the job done.

Doyle Research has conducted cutting-edge qualitative research to enhance automotive design, explore decision-making, optimize messaging and understand the vehicle dealership experience.  We’ve talked to dealers, vehicle owners, new car buyers in all stages of the consideration journey, lessees;  parents, seniors, and new drivers.  We have interviewed people in-vehicle, on-site, at the dealership, in-home, and online.

Following are sample projects:

  • A multi-modal deep dive of in-home ethnographies, dealership shopalongs, online webcam interviews and geo-located dealership intercepts to understand and enhance the process of buying a car.
  • Qualitative deep dives for trucks, SUV/CUV’s, Minivans, Small-Midsize vehicles
  • New product development—from idea generation through concept evaluation
  • In-home, in-vehicle and rest stop intercepts for storage solutions
  • NAIAS trend research
  • Day-in-the-Life profiles of various consumer segments
  • Understanding mobile device usage in the auto consideration and purchase journey
  • Messaging testing among dealership internet salespeople.

Our clients have included Johnson Controls (for a broad range of OEMs),, and DrivingSales.


Case Study:  Kicking the Tires.  Presented at the North American IIeX Conference, June 2015

Article: Baby You Can Drive My Car.  MRA Alert Magazine, December 2015



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