Multimodal research on used car purchasing habits in the UK

Happy young Asian man sitting in the car he has just bought and holding the key up

A well-established online car dealership wanted to carry out research into car purchasing behaviours. The research consisted of a quantitative and qualitative phase. For the quantitative aspect of the research, our work involved programming a survey which we then distributed to over 2500 participants who fit our client’s quota. The second phase involved a mix of face-to-face and online interviews with a select number of those who had completed the survey. The choice of mixing the methods of interviews was to ensure that we could deliver on the clients need of completing a certain amount of interviews while taking time and geographical constraints into consideration. This enabled our client to complete all of the interviews that they had hoped to conduct.

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