BMW carries out market research with the help of QuestionPro in order to obtain faster information for decision making

The challenge: Agile to meet new demands and collect high quality data / Acceleration of research thanks to a full service and self-service capability.

Overview

We had the privilege of talking to Dr. Josef Köster, Team Leader for Customer Segmentation, Foresight and Innovation Studies at the BMW Group. His main tasks include customer segmentation and target group analysis, as well as the application of panel research, especially when it comes to understanding the product market.

Target

To be able to react in the short term to market research requests from the various specialist departments and to carry out corresponding market research projects quickly so that the specialist department concerned can take strategic decisions quickly on the basis of quality data.

Challenge

The main objective of the BMW Group is to respond quickly to the requirements of the specialist department concerned and, depending on capacity utilisation, to carry out market research projects and panel studies, either independently or with the assistance of the QuestionPro project team. The data collected from QuestionPro’s global panel must meet high quality standards because of the implications of the decisions made for the client.

Results

With QuestionPro, market research tools are simplistic to implement. BMW is able to conduct market research projects quickly and agilely in-house and with its own resources. When projects are conducted on a large scale, BMW relies on the QuestionPro project team for additional support. Full-service project requests can be implemented immediately with QuestionPro’s dedicated resources when required.

In order to provide high quality data initially determined by the BMW research team, QuestionPro uses an integrated data quality control tool for panel studies outsourced by BMW. The data quality control tool uses intelligent algorithms to automatically identify and sort out “wrong answers”.

QuestionPro is able to take advantage of the 22 million members of the Audience programme to conduct panel research. Without the need for an outside source, studies can be set up and conducted quickly.

“The flexible and reactive project management meets our requirements for short term and fast studies to a high degree. The quality and proactivity of the project support and the speed of implementation of the reports also meet the highest requirements”.

Dr. Josef Köster, Team Leader, Customer Segmentation, Foresight and Innovation Studies

Stages of the project

• BMW Briefing
• Survey design through QuestionPro
• Creation and translation of surveys for different markets by QuestionPro
• The survey is put online in the global panel and the fieldwork is constantly monitored by QuestionPro.
• Data cleansing
• Report creation for BMW

QuestionPro solves the challenges of agile market research

The QuestionPro agile market research platform, with its easy-to-learn, high-performance, powerful and technologically advanced tools, enables companies to conduct agile market research themselves. With QuestionPro, you can set up market research projects quickly and easily and you can automate market research processes to the maximum extent possible. In addition, our project teams offer you a full service thanks to their many years of experience gained from countless market research projects.

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