Unlocking the power of qualitative research: A success story with a Driving school

A Driving school embarked on a mission to gain a deeper understanding of their audience, aiming to develop a marketing strategy rooted in comprehensive qualitative insights. They enlisted the expertise of Soyka, and together, we undertook a thorough exploration of their potential customers' needs and preferences.

Setting Out from Point A

The initial objective was straightforward: conduct a qualitative study using in-depth interviews. At this point, Driving school's marketing strategy relied on limited audience knowledge obtained through open-ended research and surveys. We recognized the necessity of delving deeper.

Reaching Point B

Our research extended across six regions of Russia, where we conducted over 60 interviews. These conversations provided valuable insights into motivations, expectations, search patterns, and information needs.

Key findings included:

• Identification of a New Audience Segment: This segment, when targeted with a tailored marketing campaign, generated additional revenue within the first month.
• Comprehensive Insights: The data collected allowed us to recommend revisions to the Driving school’s marketing and product strategy, resulting in increased conversion rates at various stages of the sales funnel and a significant profit boost.

Crafting the Path to Success

Our methodical and strategic approach involved:

• Formulating Objectives: We established clear research goals, developed hypotheses, and designed a structured interview and survey framework.
• Selecting the Right Respondents: We carefully chose over 60 respondents from diverse regions of Russia to ensure a broad perspective.
• Conducting In-Depth Interviews: Detailed interviews were used to explore respondents' motivations and preferences.
• Analyzing and Presenting Findings: We meticulously analyzed the responses, presenting our findings in a comprehensive 50+ page document.
• Providing Strategic Recommendations: Based on our insights, we suggested adjustments to Driving school’s marketing and product strategies.
• Engaging in Collaborative Brainstorming: We presented our results and participated in dynamic brainstorming sessions with the Driving school’s team.

Unveiling Critical Insights

Our study highlighted several important insights:

• Motivations and Preferences: Career advancement, job requirements, and mobility needs were key drivers for obtaining a driver's license. Practical training and instructor's qualifications were paramount.
• Resistance to Online Learning: 80% of respondents expressed resistance to online learning, citing challenges with material comprehension, self-organization, and the inability to ask questions.
• Brand Awareness: The awareness of the driving school amon the target audience was low, highlighting the need for increased brand visibility and publicity.

Strategic Recommendations

Our recommendations were both strategic and actionable:

• Enhance Practical Training Information: Emphasize practical training details, including driving instructor profiles and vehicle specifics.
• Introduce Interactive Tools: Add interactive elements to the website for detailed instructor and vehicle information.
• Launch Referral Programs: Target the 18-24 age group with referral programs offering financial incentives.
• Offer Gift Cards: Promote gift cards as an effective marketing tool, particularly since some respondents received their driving course as a gift.

A Tale of Growth and Engagement

This qualitative research initiative enabled Driving school to refine their marketing strategies and enhance their service offerings. The outcome? Improved audience engagement and substantial business growth.

At Soyka, we take pride in our role in this achievement. If your organization seeks to harness the power of qualitative research for enhanced audience understanding, get in touch with us. Together, we can craft your next success story.