Business challenge
A global car rental company wanted to investigate the gender differences in attitudes towards driving, car maintenance, rental, alternative transportation, and sustainability across two key market (UK and France). They also had a desire to capitalise on media interest in females in motorsport with an understanding of the differences in attitudes between the genders on driving and motorsport.
Our approach
We conducted a Quantitative Online Survey:
- N=1043
- Asked respondents attitudinal questions for each topic of interest
- Nat Rep of driving license holders in UK and France
- Cut the data by key-sub groups of interest, allowing the client to see how attitudes differ
- Incorporated our sustainability ‘LIFE’ Segmentation
Outcome
We were able to demonstrate where there were differences in attitude by gender, allowing our client to develop their strategy accordingly. We also uncovered useful figures and statistics for any potential marketing material our client may wish to develop regarding motorsport.