We were approached by The Torque Agency Group, on behalf of a major UK car manufacturer, to help them understand what customer tribes exist when it comes to the Alternative Fuel Vehicle market. They needed research insights to inform communication strategy to target these audience groups more effectively.
In order to produce a useful and robust segmentation, we conducted 1,100 online interviews with a mix of car owners to establish what customer typologies existed and their perceptions of Alternative Fuel Vehicles. We investigated car ownership, financing, popularity of brands, environmental attitudes and preferred media formats.
We were able to uncover barriers to ownership with AFV considerer groups and also established preferred information sources and messaging for purchasers, considerers and non-considerers. Through the application of Turquoise' System DNA we identified each tribe's linguistic style preferences which included thinking style, motivation direction and cognitive complexity.
This enabled us to derive five core segments or tribes to aid Torque in their understanding of who these typologies are, who influences them, and what channels they are engaging with.
Our unique approach
Whether we are helping automotive companies understand and predict customer behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results for the industry.
Know what consumers think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence customer feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows organisations to accurately predict market and customer behaviour, helping to power genuinely forward-thinking strategy and decision making.
