A new type of tire from a Japanese manufacturer

The research agency BCGroup conducted a study of motorists' attitudes towards a new type of tires developed specifically for areas with cold winters.

The purpose of the study is to assess the demand for a new type of tire from the Japanese manufacturer.

The following tasks were set for the study:

• define the main criteria for choosing tires;
• assess the interest of the target audience in new types of tires;
• assess brand loyalty;
• conduct a study of the lifestyle of representatives of the target audience.

Focus groups, in-depth interviews and home visits were used to collect information. The group discussion was attended by motorists of different types of cars using studded and all-season tires from certain manufacturers. The study assessed initial interest in new products, readiness to purchase a new type of tire in the future, and also to understand the mindset of the average motorist.

For privacy reasons, we cannot provide specific brands and numbers.