Design

Energy & Transportation designs studies around the full commercial chain, not a single respondent type. A typical program covers equipment manufacturers, the dealer and distributor channel, and end users in the same design.

We start from market structure. We establish who builds what, which components go into whose equipment, and where the installed base actually is, using public registration and filing records, industrial classification data and trade sources. That mapping tells us who to talk to, and it frequently becomes a deliverable in its own right.

Our methodology follows market landscape. Where the issue is understanding a new offer or process, we start with exploratory qualitative work with senior technical and commercial respondents. Where the issue is what customers will pay for and how they want to buy, we use trade-off methods, primarily choice-based conjoint, to quantify price sensitivity, contract terms, billing preferences and feature bundling. Research programs are run in phases: with a qualitative stage clarifying the key players and decision structure and a quantitative stage used to model choice within each market.

We design multi-country work in stages. First a pilot in a few markets, typically different from each other. Then the full rollout, once the questionnaire has been refined and proven to work.

Regulations, fuel costs and dealer structures vary by country, and we take this into account with every study design.

We continuously track the technology transition impacting these markets, including alternative fuels, connected equipment and autonomous operation, and subscription-based models.