Case studies Automotive
Four early segments in the automotive aftermarket
A four-day online forum with 27 car owners identified four possible segments and supplied the language and attributes for a quantitative study.
- Segmentation & Personas
- Qualitative
- Consumer
The objective
The manufacturer needed qualitative groundwork for a quantitative segmentation of wiper and washer-fluid buyers: purchase and use, maintenance habits, and attitudes that might distinguish groups. It also wanted material for retail-partner discussions.
The research design
Twenty-seven car owners completed a four-day asynchronous forum. Recruitment covered purchases, usage, category spending, and demographics; participants replied in writing and on video.
The outcome
Four possible segments emerged from owners' attitudes and maintenance behavior. Their language and forum responses were used to write the quantitative segmentation questionnaire.
For methods and deliverables, see Russell's Segmentation & Personas page.
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