Car repair shops: mystery shopper study
International Research Agency
A foreign research agency was conducting international research into the automotive industry. The company turned to PMR as a local expert, asking us to conduct a study into the local market. The goal of the study was to gather information on the scope of services of particular car repair shops, and what services those businesses can offer to a customer who wants to replace the tires in their car. Our client was especially interested in what brands of tires the garages carry, what brands they recommend, and what is the cost of replacing tires.
A team of trained PMR interviewers conducted a total of 200 mystery shopper telephone interviews (CATI). The interviews were conducted with employees of car repair shops and pertained to the seasonal change of tires. These interviews required our interviewers to play the part of a client, so that the conversation could be natural and casual. The task was made more difficult by the fact that each garage had to be contacted a number of times, each times as a different customer, but our interviewers stood up to the challenge.
Value for the client
As a result of the study we delivered a database of information on individual brands available in car repair shops and the prices for their services. The project constituted a significant contribution to the international study, which allowed the client to compare the methods of operations and product offer of car repair shops in different countries.
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