BMW 7 Series Case Study
Is it possible to get a car as luxurious as the BMW 7 series?
Indiefield has been conducting Car Clinics since 1998 and understand how vital they are to vehicle development, providing manufacturers and their suppliers with information that can be used to influence the design, marketing and pricing of future vehicles.
So when we were asked by our client to recruit BMW 7 series owners to two clinics (one in the Midlands and one in London) we were very excited.
As well as 7-series owners we had to recruit competitor vehicles which included Jaguar, Alfa Romeo, Mercedes and Porsche owners. There was also a small number of BMW 3 and 5 series owners thrown into the mix. These loyalists could be considered the 7-series owners of the future.
A Complete Success
The clinic was a complete success. All of the respondents turned up and were greeted with a handshake by our immaculate interviewing team. We met all our targets and over the course of 2 days interviewed 300 very wealthy respondents, with additional qualitative activities, in the form of focus groups, taking place at the same time.
A few weeks after the project we were informed that one of the BMW 7 series owners had written to BMW Head Office in Bracknell. He commented on the professionalism of the recruitment process and the actual event itself and wanted a special world of thanks sent to the interviewing team.
Security
With the need to display confidential prototypes comes a requirement for high levels of security. Specialist companies guard the clinic hall 24 hours a day and only our staff, clients and specifically invited respondents are allowed to enter the clinic venue. Clinics are often conducted at film studios or concert locations, which are ideal venues as they are secure, patrolled locations ensuring a second layer of security.
