Recently, Testpoint conducted 4 focus groups in Milan, on behalf of a major company that produces electric commercial vehicles, with regular users of this type of van. This was what is called “Car Clinic”, a research project that involves a direct examination of the vehicles by drivers and users, followed by a focus group with a moderator. The aim of the research was to have the prototypes of the new vehicles evaluated by those who use them every day for their work.
How the test was carried out
To carry out the Car Clinic, the first step was to find a suitable space in which the vehicles, prototypes not yet on the market, could be placed comfortably, safely and away from prying eyes and the risk of theft.
Testpoint identified the right location in Milan, a large empty structure, to be set up for the occasion, respecting all safety and confidentiality standards, from night surveillance to metal detectors to surveillance cameras.
The vehicles were housed inside the warehouse, 4 prototypes of electric minivans and commercial vans. In the same area, the environment for the focus groups was then set up with tables and chairs and a separate space with a closed-circuit connection was also prepared from which the Client could comfortably follow the progress of fieldwork.
For each focus group, 7 people were recruited who habitually use vehicles of this type for their work, vans and minivans suitable for transporting materials or machinery or equipment, or who simply use them for deliveries.
Given the sensitivity and confidentiality of the research, participants were asked to hand over their cell phones at the entrance in order to prevent anyone from taking photographs.
The participants first had to carefully observe the four vehicles in all their characteristics, also reading information sheets on their performance, then they moved on to the discussion phase with a moderator, during which they had the opportunity to discuss all the characteristics of the vehicles they had just observed.
In total, the participants were busy for about three hours.
