Benchmarking, research & enterprise feedback management
Programme Objectives:
This important project was commissioned by BOSCH to explore the awareness, understanding and management of active safety features in company cars in France and the United Kingdom, particularly in relation to ESP®. To download a copy of the finding released to the public, please click here.
Outcome: Achieve greater awareness of the how ESP® (Electronic Stability Programme) can prevent accidents. Increase/Increased uptake of ESP® on all vehicles registered in the United Kingdom by leasing, rental companies and business users. Obtain Robust qualiatative and quantitative research data supporting the case for ESP® to be standardised on all cars and LCV’s. To provide details of the current awareness of safety equipment such as ESP® giving a platform upon which to build a plan of action to create safer roads in the UK.
Methodology:
To meet the objectives of the research, various audiences were questioned using different communication methods and in two stages.
The first stage of the programme was to carry out a series of qualitatitve interviews with key contacts in the fleet sector.
These included: 15 face to face interviews from the UK’s top 20 leasing companies 1 Fleet Operator Focus Group 2 face to face interviews with HR Managers/Policy Makers 4 face to face interviews with key Rental Companies 1 Motability telephone interview
Comments:
David Fulker – Head of UK Marketing, BOSCH Chassis Systems Control Division
“In planning a Marketing Communications programme to the UK Fleet sector for ESP® it was vital that we understood the level of awareness within the business sector of vehicle active safety systems and in particular electronic stability control braking.
apd research and development was recommended to us for their professionalism and knowledge of the UK Fleet market. and have provided us with both detailed research feedback and introductions to key senior players in the UK leasing, rental and fleet sectors”
Press presentation conducted at SMMT building, London
Telephone: +44 (0) 1793 388 660
Fax: +44 (0) 1793 831006
© 2011 apd research & development ltd
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