Understanding the Russian Satellite navigation market

1. BUSINESS AIMS

Our Client—one of the Geographic Information Systems data providers—observed a puzzling difference in the volume of satellite navigation systems (‘satnavs’) and vehicles sold in Russia. The working hypothesis was that many pirate satnav maps are being sold through official dealer channels.

2. BAZIS SOLUTION

Target respondents were car buyers with integrated navigation systems. We used a conjoint methodology which incorporated official and semi-official brands and satnav versions. In addition to traditional F2F and phone recruitment, we successfully used an on-line panel to recruit participants for off-line in-person interviews. This allowed for good geographical coverage and cost effective recruitment.

3. CLIENT IMPACT

Study results revealed a large gap in pricing for official and unofficial updates. It was demonstrated that Russian car buyers, even for the luxury auto segment, do not see any value in official or licensed technology. These findings were presented and discussed at a meeting of the Association of European Businesses.

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