Driving Adoption: Understanding Consumer Perceptions of New Mobility Solutions

The Challenge

Our client, a leading automobile brand introduced an innovative mobility solution built on key brand principles. Although the solution had been launched across several markets, the brand wanted to understand consumer perceptions better, identify the most appealing features, and uncover factors that could drive higher adoption rates.

To support these goals, research was needed to test and refine the offering, enhance consumer understanding, and help marketing teams communicate and promote the solution more effectively. The research aimed to assist the brand in identifying the most effective pathways to boost awareness, consideration, and subscription uptake.

Our Approach

To better understand consumer perceptions and drive the adoption, we chose a mixed qualitative and quantitative approach. First, focus groups with key target audiences provided insights into consumer needs, their relationship with car acquisition and ownership, and how they interpret the brand's mobility offering in the broader market context. This qualitative exploration helped uncover the underlying motivations and barriers to adoption. In parallel, an online survey of existing customers validated early hypotheses about the primary purchase drivers among early adopters and enable profiling of the current customer base.

The Outcome

The research provided a comprehensive understanding of the target audiences for the mobility solution, including their profiles, needs, and pain points in car acquisition and ownership. It mapped their anticipated journeys and gauged openness to alternative mobility solutions.

Testing of the website and promotional assets highlighted which aspects of the offer resonated, where confusion arose, and potential barriers. The most compelling features were identified, along with key points of differentiation from competitors and traditional ownership models. This allowed the brand to refine and clarify the offer’s benefits, target audiences through effective channels, and position monthly subscriptions more effectively to drive adoption.