By Samantha Allen, Client Director, Occam - a St Ives Group company
When motorists decide it’s time for a change of vehicle, their journey to making a final choice can be stop-start. For automotive marketers - whether based at the brand or dealer end of the market - tracking people’s path through research to a final decision can be extremely difficult.
St Ives Group, which supports the marketing efforts of the likes of Kia, Toyota and LandRover, recently put 1,000 motorists under the microscope as they were about to buy a vehicle, in an attempt to examine how exactly people go about this high-ticket purchase. [more…]