01
Digital shopping experience
Which tools and information help shoppers compare vehicles, configure a choice, and arrive at the dealer prepared.
Automotive & mobility
How People Shop for and Own Vehicles
Russell's automotive studies have followed shoppers from online configuration to the dealer, then into setup, service, loyalty, and aftermarket maintenance. Samples have included in-market shoppers, owners, DIY maintainers, dealers, and service professionals.
Shopping, Ownership, and Service Decisions
The unresolved point may sit in digital retail, the dealer handoff, a feature package, or the ownership experience.
02
Audience & segment strategy
Which groups matter most for product and marketing plans, what separates them, and how to identify them later.
03
Feature & portfolio tradeoffs
Which features, packages, and prices customers choose when they cannot have everything.
04
Ownership & loyalty
What owners need from service and ownership to consider the same brand the next time they buy.
A Digital Journey and an Aftermarket Segmentation
One case follows vehicle shoppers across digital tools; the other supplies qualitative groundwork for segmentation.
Improving digital tools for auto shoppers
Qualitative journey work and a quantitative evaluation covered vehicle consideration, shopping, purchase, setup, and ownership. The findings informed an experience developed across brand websites, configuration apps, and local dealer sites.
Read the case studyGroundwork for an aftermarket parts segmentation
Twenty-seven car owners took part in a four-day online forum about vehicle maintenance. Their language and behavior suggested four possible segments and supplied the inputs for the quantitative questionnaire that followed.
Read the case studyWhich Stage Needs Research?
Start with the vehicle category, audience, channel, and stage of ownership.
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