TeamMoto, as the name suggests, is the specialist automotive division of IMRB. It engages in both B2C and B2B customized research, working with nearly all the stake holders in the automotive and multi nodal transport domain. TeamMoto attempts to combine IMRB’s category knowledge built over years with cross-functional research expertise to provide clients actionable insights for their marketing decisions.
The domain experts of the team are well equipped to address the queries of clients who are focused on the opportunities in the arcane automotive domain, pertaining to:
- Demand assessment/ Market potential
- Market segmentation
- New product development
- Concept testing/ Product testing
- Diagnostic research
- Need-gap assessment
- Branding & positioning related studies
Some of the core areas of TeamMoto’s expertise are as follows:
New product development
TeamMoto helps clients understand the potential of a new launch whether it’s a fully built vehicle or a prototype. This is done through product clinics, static or dynamic. The potential new launches even at the conception stage are tested through a clinic scenario.
TeamMoto does not restrict itself only to the success or failure of a test vehicle. Insights are provided on product modifications for enhancing consumer delight.
Feature evaluation and variant pricing
Clients often face the uphill task of understanding the features or attributes that would delight their customers and thereby create product differentiation vis-à-vis competition. There is also the challenge of providing the right combination of features at the right price given the fact that Indian customers are price sensitive.
Keeping in mind client’s needs, TeamMoto provides clients a ready-to-use software that helps understand the combination of features that would attract customers and the price that would ideally go with it. This also helps providing cues in variant pricing.
It is important to understand potential consumer segments that exist in the automotive landscape today and explore needs very unique to each of these segments which would help in brand positioning and new product development. TeamMoto attempts to explore segmentation through all possible angles and comes up with solutions that best capture the market heterogeneity.
Consumer feedback on Vehicle Quality
Whether it is a passenger car or commercial vehicle, initial feedback on the vehicle quality provides quick actionable insights before the problem aggravates. IMRB’s Quality Rating Studies help clients explore potential reasons for customer dissatisfaction and suggest ways to enhance customer delight.
Sales and Service Satisfaction
Sales and service centers are key customer touch-points. A good or bad experience can tilt customers for or against the manufacturer. IMRB’s sales and service satisfaction tracking studies help client explore areas for quick redressal.
Whether it is new entrant in the country or an existing manufacturer, one needs to keep a tab on how customers perceive the brand, what the brand’s core strengths are, who does the brand appeal to and how does the brand perform in a competitive context.
IMRB’s brand equity model helps customer not only unfold the brand’s hidden strength and weaknesses, it also provides diagnostics on the impact of communication on brand equity.
Some of the key clients who have engaged IMRB’s services in the recent past include:
- Passenger vehicles – M&M, Mahindra Navistar, Hero Honda, Maruti, Volkswagen, PSA Citroen.
- Two wheelers- Hero Honda, TVS, Bajaj
- Commercial vehicles - M&M, Tata Motors, Eicher, Hindustan Motors, Ashok Leyland, AMW
- Off-highway/ Earth-moving equipments – M&M, JCB, Escorts.
- Automotive components & ancillaries – Bosch, Ceat, MRF, TVS-Lucas, Shell, Castrol, BPCL, HPCL.
- Multi-modal transport – SICAL, Balmer Laurie, SAIL, APL, Jet Airways, Kingfisher.