Face-to-face IDIs in the UK about used car buying and UX testing

Close up up row of colourful new cars for sale

An innovation and incubation company had previously launched an online marketplace for quality used cars in Germany, in conjunction with two leading automotive manufacturers. Having established a successful business model, the company and its partners wanted to expand to the UK. There are a number of important differences between the UK and German markets, in terms of both market structure and consumer behaviour, hence it was important to carry out pre- and post-launch market research. We supported the UK launch team over an 18-month period by recruiting a mix of over 40 used car buyers, independent dealers and franchised dealers to take part in face-to-face in-depth interviews in our client’s central London offices about user car buying and to carry out user experience (UX) testing on prototype versions of the website.

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