Rolling Logos: Consumer Interpretation of Tyre Branding, Design, and Symbolism
Research Objectives
To understand how relevant is client brand’s tyres logo to the current target consumers
Understand the meaning and role of the category in the consumers’ life.
Understand how the current logo is decoded by client brand’s tyres amongst targeted consumers.
Understand how the client brand’s tyres logo stack up against competition.
Approach and Methodology
In-Depth Interview
Up to 120 Minutes
In-Person at central location
SAMPLE SIZE: 36 IDIs
MARKET: Delhi, Ahmedabad & Bangalore
Target Group
Male
25-55 years
Single, Married
Salaried/ Self Employed
SEC – A1/A2/A3
Usership
Owner of two-wheeler- <150 CC & 150-350 CC
Owner of four-wheeler – Sedan/ SUV
Personally drive the vehicle
Owners who have preowned/resale vehicles
Customers must have changed their tyres in the past 1- 1.5 year
Selling Simplified: Exploring Consumer Experience in Car Resale Journeys
This automotive study maps the evolving landscape of used car selling. The findings reveal barriers, trust points, and the emotional nuances of letting go of a car—while identifying ways the client can make sellers feel informed, empowered, confident, and in control throughout the process.
Wired for Drive: Connected Car Features and User Experience in India
Focusing on users of connected car services, this study explores how tech features influence satisfaction, loyalty, and overall driving experience. It segments users by usage intensity—enthusiasts and regulars—and identifies gaps in awareness, functionality, adoption, and user experience.
Light Ride, Big Expectations: Concept Testing for Lightweight EV Two-Wheelers
This study evaluates the acceptance of lightweight electric two-wheelers among young Indian riders. It explores their riding experiences, charging expectations, and openness to electric alternatives. The findings reveal brand influence, performance priorities, and design expectations.