The Torque Agency Group brings automotive technology to life, through compelling content and stories. They work with some of the world’s best-known automotive brands and innovative suppliers. Turquoise was commissioned by Torque, on behalf of a major UK car manufacturer, to conduct a segmentation exercise of the car market.
The focus of the research was to understand what customer typologies or tribes exist with regards to the Alternative Fuel Vehicle (AFV) market, and how Torque and their client could tap into these segments to target communications more effectively.
- To understand the customer tribes or typologies that exist within the car market and their perceptions of AFVs
- What messages are the different tribes engaging with and what messages are needed to overcome any barriers to AFVs?
- What information sources do they use?
- What tonality and language style should be used to optimise engagement?
An online survey approach was undertaken speaking to purchasers of AFVs, considerers of AFVs and non-considerers of AFVs. A total of 1,100 interviews were conducted: 300 with current AFV purchasers, 500 with considerers and 300 with non-considerers of AFVs.
Turquoise undertook an in-depth analysis of the AFV considerer and purchaser groups. We investigated car ownership, car type, fuel type, car financing, the popularity of AFV brands owned, motivations and barriers to purchase, preferred media format, environmental attitudes, lifestyle statements, and opinion leadership attitudes. Fundamentally, this enabled us to derive five core segments or tribes.
Through the application of Turquoise’ System DNA, we were also able to establish the tribe’s linguistic style preferences which included: motivation direction, thinking style, cognitive complexity and sources of reference. The insights delivered by this market research have provided Torque with a detailed understanding of who these typologies are, what their perceptions of Alternative Fuel Vehicles are, what types of messages engage them, who influences them, and what channels they are engaging with.