{"id":232,"date":"2012-07-05T21:14:05","date_gmt":"2012-07-06T02:14:05","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=232"},"modified":"2023-08-30T16:33:02","modified_gmt":"2023-08-30T21:33:02","slug":"qualitative-new-car-clinic-q-ncc","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/qualitative-new-car-clinic-q-ncc\/","title":{"rendered":"Qualitative New Car Clinic: q-NCC"},"content":{"rendered":"

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How do we determine if we\u2019ve got a winner without spending a ton of money on a new car clinic\u2026?\u00a0\u2013 Research Manager, European Import Marketing Group<\/cite><\/h4>\n<\/blockquote>\n<\/div>

QUALITATIVE NEW CAR CLINIC: Q-NCC<\/h3>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
KICKING THE TIRES IN A DESIGNED EXPERIMENT<\/h6>\n<\/div><\/div><\/div>

Research that Informs a New Model Launch.<\/strong><\/p>\n

We have worked with several well-known import brands on the qualitative portions of their auto clinics and, occasionally, as consultants for the development of evaluation tasks for the quantitative portion, as well. We also were asked to develop a purely qualitative approach to assess new models by a well-known luxury import brand.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

GIVE YOUR PROSPECT THE KEYS AND GO FOR A RIDE<\/h6>\n<\/div><\/div><\/div>

The Unscripted Ride & Drive<\/strong>. q-NCC involves three closely related activities, but the heart of the process is the unscripted \u201cride & drive\u201d: we hand the keys to the clinic participant and say \u201cWe have about half an hour of so: where do you want to go?\u201d The participant then determines the route, the speed (within limits\u2026), stops, turns and other maneuvers while the interviewer sits in the passenger seat with a micro-recorder and a check list of topics to cover.<\/p>\n

This self-directed driving experience is capped-off with a post-ride interview that employs a digital camera and a collection of projective exercises to assess the driver\u2019s level of emotional engagement with the vehicle.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

FOCUS GROUPS WITH A FOCUS ON DESIGNING A LAUNCH COMMUNICATIONS STRATEGY<\/h6>\n<\/div>
<\/a><\/span><\/div><\/div><\/div>

Reliving the Experience<\/strong>. Typically, the week-long driving clinic then closes with a series of focus groups in which owners of similar brands, or those who indicate similar purchase intentions, can compare their thoughts and experiences. At this point the marketing team can dial in to how the prospect responds to the vehicle and begin try out new marketing concepts.<\/p>\n

This multi-step process is highly engaging for prospects and quite informative regarding the vehicle\u2019s core points of appeal and it\u2019s fit with \u2013 or reinforcement of \u2013 the marque.<\/p>\n<\/div>

<\/a><\/span><\/div>

Download a more complete
\ndescription of our technique<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":127,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"yoast_head":"\nQualitative New Car Clinic Research: q-NCC from Starpoint Group<\/title>\n<meta name=\"description\" content=\"Kicking the tires in a designed experiment: Research that Informs a New Car Model Launch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/qualitative-new-car-clinic-q-ncc\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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