Autovia Consumer Journey Research Case Study | Understanding the Modern Car Buying Journey
Spark Emotions worked with Autovia to understand how everyday car shoppers navigate the modern car buying journey. By combining qualitative and quantitative research, we identified key decision drivers, trusted information sources, and the evolving role of dealerships in purchase behaviour.
The challenge
Car buying behaviour is fragmented and non-linear, making it difficult to support shoppers at key moments of uncertainty.
What we did
We delivered a two-stage research programme combining depth interviews with a large-scale online survey.
What we found out
The research revealed the most influential purchase drivers, trusted information sources by journey stage, and emotional attitudes to budget and finance.
Impact
Autovia used the insight to refine content, tools, and commercial strategy around real consumer behaviour.
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