Tyre market
User Research
What I did?
User Research
Problem Definition
• Most of the people have problem with identifying the right tyre for his vehicle and also have the problem with finding right place for fitting and services.
• On average every individual is paying 10% more on the tyres in the retail outlets.
• But in online services paying 5% more in online.
Business Goals
• Enhancing the tyre buying experience.
• Improving the ways people connect with information.
• Empowering the business needs with products.
Research
The tyre market is not very price sensitive.
Consumers are more concerned about the tyres functionality, than its price. Besides, being a homogenous product, most tyre companies price their tyres at more or less the same levels.
• Tyre Users are becoming more proactive.
• Tyre Users are becoming more proactive.
• Users are doing more research and considering more retailers and brands.
• Users considering 3+ brands is up 38%.
• Reputation and brand are more important than ever.
• Drivers looking for tyres increase 11%.
Demand for Tyres
Reasons for Purchase
• In the process of maintenance.
• Tread level is low as a process of penny test.
• Puncher.
• Upgrade for better Performance.
• Seasonal changes (winter, summer etc.).
• Based on family member or friend recommendation.
• Something was strange with my tyre.
• I bought a pre-owned car so I want to replace tyres.
• Improve the appearance.
Users will do Primary research for the following details
• Price at the other locations.
• Store timings.
• Checking for the pickup.
• Schedule an appointment.
• For discounts and offers.
• Shipping availability.
SOURCES USED FOR INFORMATION ON TIRES
• Search engines.
• Tire and automotive websites
• Vehicle service center websites
• Vehicle brand websites
• Social networking websites
• General automotive websites
• Consumer-generated reviews online
• Professional automotive review websites
• Video Newspaper websites
Users will do product research for the following details
• Price
• Compare tire(s) features
• Looked up tire care information
• Watch a tire(s) review or video
• Learn more about an advertisement/promotion
• Shipping information
• Tyre(s) warranty information
• 3rd party or consumer-generated reviews of tires Video when researching tires 41% of the users will watch videos when researching about the tyres.
Types of video information expected by user.
• Comparison
• Product features
• Professional Reviews
• Racing or sports
• TV add / Promotion Some more info.
• Past Experiences & Price are the most important factors play in mind of a customer before buying a tire followed by Brand Name & after Sales Service.
• Tyre buyers are turning to online video before purchasing.
• There are some significant influences of different brands of tyres well as different regions on its sales.
User segments / groups
•We have 2 top level segments B2B and B2C.
1. B2B: Person who ones a local business and looking for a way to increase his products and services sales.
2. B2C: Individual / agency have personal/commercial vehicles looking for products/services for vehicle(s).
B2B
• Dealers
• Manufacturers
• Service providers
B2C
• Individual having bike/car
• Truck / Taxi owners
• Agencies have multiple requirements
• Formers who required tyres for form equipment's such as tractors etc.
• Industries in need of industrial tyres
