Hyundai was looking for a deeper understanding of their customers and engaged Turquoise in a customer segmentation exercise. The main research objective was to provide a profile of identified clusters in relation to model purchased, finance used, location, life stage, and history of relationship with the Hyundai brand.
Over a period of 12 months, we conducted a self-completion segmentation study across 10,000 new car owners, using clustering analysis overlaid with mosaic profiling.
A group of clusters were identified that clearly illustrated various customer typologies. These typologies have provided Hyundai with insight to enable them to develop their communication and CRM strategy. There was also an opportunity for Hyundai to delve into each cluster with qualitative market research to explore brand engagement with respondents.
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 whole 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.
