Case studies Automotive
The role of digital tools in the auto shopping journey
Qualitative journey work and a quantitative evaluation guided digital features later used on brand websites, apps, and dealer sites.
- Purchase Journey Research
- Qual + quant
- Consumer
The objective
The manufacturer wanted to know which digital tools customers used during vehicle consideration, purchase, setup, service, and ownership—and which warranted further development.
The research design
Qualitative journey work and a quantitative evaluation covered triggers and tools from initial consideration through ownership.
The outcome
The manufacturer used the findings to develop and refine features on brand websites, configuration apps, and local dealer sites.
For methods and deliverables, see Russell's Purchase Journey Research page.
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