Product based decisions cost millions to implement, and success or failure hinges on accurate, actionable consumer insights, but we routinely see incidences of auto target customers representing less than 5% of the general population across many studies. Now more than ever, it is imperative to implement strong quality control measures in recruiting and fielding.
So, how do we ensure that we reach the right consumers and gather quality data that drives accurate, actionable insights?
Radius Auto follows these best practices to ensure we deliver superior insights to our automotive clients:
1. Identify the right target to improve data accuracy.
Everything starts with a well-curated screener that identifies qualified respondents based on key criteria. We focus on:
- Current vehicle ownership and usage.
- Genuine purchase intention.
- Psychographic profile (including algorithms).
- Demographic parameters such as age, gender, family status, and household income.
2. Use layered outreach strategies to find the right target.
Depending on the vehicle segment, we use a variety of sources to verify qualifying vehicle ownership such as Polk, Experian, PlugShare, national, and local databases.
To broaden our reach, we layer multiple outreach methods within the same project to create multiple touchpoints. These may include email campaigns with an online screener, postcard or letter mail-outs, networking and personal recruiting, social media sub-groups, and live pre-interview outreach.
3. Tailor incentives to motivate your target segment.
Incentives should account for both time commitment and the nature of the target. Automotive studies tend to carry some of the highest incentives in the industry. A typical 2-hour focus group pays around $150 for non-luxury participants and $250 for luxury consumers, but can exceed $500 for high-end luxury consumers.
4. Confirm respondents are real consumers and quality participants
To verify that respondents are legitimate and engaged, we require proof of ownership (including VIN verification) and implement one of the two following mandatory pre-work exercises:
Lifestream prework: Lifestream Digital engagement is our most effective pre-work strategy. It allows us to confirm qualifying vehicle ownership through pictures and videos, while also providing insight into the respondent’s background, lifestyle, and predispositions. It helps us evaluate articulation, thoughtfulness, and openness to sharing personal anecdotes, and primes respondents to be immersed in the subject matter, ensuring we select the best individuals for the next phase of research.
Adapt pre-work strategies: When Lifestream is not feasible due to timing or budget constraints, we implement an abbreviated video homework assignment. This approach still verifies vehicle ownership and provides a snapshot of the respondent’s articulation and openness.
Alternative option: In some cases, especially for demographics where an online experience may not be ideal, we also conduct phone pre-interviews to confirm quality.
Bottom line: Better respondents = better insights.
If you’re making big decisions from product development to go-to-market strategy, your research is only as good as the people behind the insights. Prioritize smart, targeted, and highly vetted recruitment, and you’ll generate authentic data, actionable recommendations, and more confident decisions.
How will insights from optimal targets impact your next project? Let’s talk.
