Our Research Approach
We view automotive research as a collaborative process, one that begins with listening and concludes with clear, actionable insights. Each engagement is defined by its own context, whether it involves a model launch, brand repositioning, network performance review, or market entry strategy. Through a mix of quantitative research, qualitative exploration, field studies, customer surveys, and secondary analysis, we create a comprehensive picture of how consumers connect with mobility solutions.
Our methodology reflects the realities of the GCC automotive market, examining what drives purchase intent, how brand perceptions are shaped, and where customer expectations are evolving. The insights we deliver are precise, market-relevant, and designed to support decisions that sustain long-term growth.
Each study is tailored to the unique objectives and challenges of our clients. Below are examples of commonly employed research approaches.
Buyer Motivation Studies
We explore the factors that influence vehicle purchase decisions, including performance expectations, brand associations, financing preferences, and after-sales confidence. In the GCC, our studies account for climate suitability, resale considerations, and digital engagement, helping clients segment demand with greater precision.
Brand Positioning & Awareness
We assess how automotive brands are perceived and whether their positioning resonates with target audiences. In competitive GCC markets like Dubai and Riyadh, our analysis focuses on brand equity, recall, and differentiation, informing communication strategies and retail alignment.
Product Test & Development
We conduct pre-launch evaluations to understand how vehicles perform across functional, emotional, and contextual dimensions. In the GCC, this includes testing for heat resilience, tech integration, and interior comfort, providing actionable insight for engineering and market adaptation.
Service & Aftersales Benchmarking
We benchmark service quality, maintenance protocols, and customer support across dealership networks. In a region where after-sales experience directly impacts loyalty, our comparisons help identify operational gaps and refine service delivery.
Net Promoter Score (NPS)
We measure customer advocacy through NPS, tracking satisfaction across ownership stages. For automotive brands in the GCC, our approach isolates friction points and prioritizes improvements that strengthen long-term retention.
Mystery Shopping
We conduct mystery audits to evaluate dealership conduct, staff interactions, and adherence to brand standards. In high-touch markets like the UAE and Saudi Arabia, this method reveals inconsistencies and supports training, compliance, and experience design.
Advertising Effectiveness
We analyse campaign performance across media formats and audience segments. In the GCC, where digital and outdoor channels dominate, our studies assess recall, emotional impact, and conversion, ensuring media investments deliver strategic value.
Real-World Results
Understanding the SUV Segment: Pre-Launch Evaluation for a Hybrid SUV in the UAE
Sapience has conducted numerous projects within the automotive sector, supporting leading manufacturers in the GCC. Our portfolio includes work with respected global brands such as Mercedes-Benz and Nissan, as well as major Chinese entrants seeking to establish their position in the region.
Challenge
A major Chinese automotive manufacturer sought to evaluate the market readiness and consumer perception of a new hybrid SUV ahead of its launch in the UAE. The objective was to benchmark the vehicle against established competitors in the mid-to-large SUV segment, including leading Japanese and Chinese models. Key research priorities included design appeal, pricing expectations, and technology acceptance to inform product positioning and marketing strategy in the region.
Approach
- Event Execution: A two-day car clinic was conducted in Dubai, managed by Sapience Consultancy DMCC in collaboration with a Beijing-based partner.
- Vehicle Display: Four SUVs were showcased to enable direct comparison across Japanese and Chinese brands.
- Participant Recruitment: 105 participants were recruited, segmented into Acceptance and Rejector groups based on first impressions of the new SUV. All participants were current premium SUV owners with recent purchase behavior.
- Quantitative Survey: Face-to-face surveys were conducted in English and Arabic, capturing:
- Usage scenarios and screening criteria
- Demand preferences and detailed vehicle evaluation
- Appearance, brand impression, and pricing tests
- Qualitative Focus Groups: Two Arabic-language sessions (Acceptance and Rejectors) were moderated with simultaneous translation to Chinese. The sessions explored:
- Lifestyle and purchase behaviors
- Product attractiveness and areas for refinement
- Concerns about hybrid/PHEV technology
- Live interaction with vehicles using color-coded feedback stickers
Outcome & Relevance
- Consumer Segmentation: Participants were segmented by ownership type and price sensitivity, highlighting clear demographic distinctions in preferences.
- Design Feedback: Green and red sticker mapping provided granular feedback on exterior and interior features.
- Technology Acceptance: Mixed perceptions were revealed around hybrid technology, particularly regarding charging infrastructure and battery reliability.
- Pricing Insights: Testing identified optimal price configurations and acceptable ranges, aligning product strategy with consumer expectations.
- Marketing Channels: Participants shared preferred communication and touchpoints for awareness and conversion.
Strategic Impact
This structured car clinic gave the manufacturer a robust, evidence-based framework for entering the UAE market. The integration of qualitative and quantitative insights allowed the brand to:
- Refine product features and configurations in line with consumer feedback.
- Position the SUV competitively against established Japanese and Chinese rivals.
- Shape marketing and communication strategies based on local consumer behavior.
- Build confidence in the product’s regional fit through localized, evidence-led research.
Frequently Asked Questions
Electrification is advancing through government-led incentives, infrastructure investment, and regulatory alignment with sustainability goals. While adoption remains gradual, EV interest is growing, particularly in urban centers like Dubai and Riyadh. Brands entering the market must navigate charging infrastructure gaps, climate-specific engineering requirements, and evolving consumer perceptions.
Brands entering the GCC must navigate regulatory compliance, climate adaptation, and competitive positioning. Consumer expectations are shaped by global benchmarks, but regional preferences, such as heat-resistant interiors, Arabic language tech interfaces, and robust aftersales networks, require tailored solutions. Market entry strategies must be grounded in local insight, not global assumptions.
Extreme heat, dust exposure, and long-distance driving conditions require specific engineering adaptations, ranging from enhanced cooling systems and UV-resistant interiors to durable suspension and filtration components. Brands that localize design and testing protocols are better positioned to meet functional expectations and reduce post-sale friction.
Model launches in the GCC require alignment with local usage patterns, regulatory compliance, and competitive positioning. Pre-launch testing, buyer segmentation, and pricing simulation are essential. Brands must also consider showroom readiness, digital engagement, and aftersales capacity to ensure sustained traction post-launch.
We actively support EV brands with market entry studies, buyer motivation research, and infrastructure perception mapping. Our work helps clients understand regulatory readiness, consumer sentiment, and competitive positioning, ensuring EV strategies are grounded in regional realities.
Sapience delivers sector-specific research programs that decode buyer behavior, brand perception, and product-market alignment. We support OEMs, distributors, and mobility platforms with tools for pricing simulation, service benchmarking, and campaign effectiveness. Our work enables clients to make informed decisions across product planning, marketing, and retail strategy.
Drive Automotive Strategy with Market Precision
Advance Your Mobility Intelligence Across the GCC
We work with OEMs, distributors, and mobility platforms to navigate the GCC’s evolving automotive landscape with clarity and confidence. Our insights decode buyer behavior, regulatory shifts, and product-market dynamics to inform smarter decisions and sharper positioning.
Explore Strategic Intelligence Across Key Sectors
Beyond financial market research, we deliver insight that informs strategic planning, stakeholder alignment, and commercial positioning across complex, fast-evolving domains. Our work reveals behavioral patterns, decision drivers, and market signals, enabling institutions to act with clarity, adapt with confidence, and lead with precision.
Retail & E-commerce
We uncover demand patterns, pricing sensitivities, and channel preferences to inform inventory planning, promotional strategy, and regional expansion.
Healthcare & Pharmaceuticals
We analyze patient preferences, treatment pathways, and provider engagement to support product positioning and service delivery across regulated markets.
Consumer Goods & FMCG
Our studies uncover purchase triggers, brand loyalty patterns, and shelf-to-digital conversion trends to inform pricing, packaging, and campaign strategy.
Hospitality & Tourism
We evaluate traveler motivations, booking behavior, and guest experience to guide destination branding, service design, and seasonal demand planning.
Real Estate & Construction
We assess buyer sentiment, investment appetite, and project visibility to support residential, commercial, and mixed-use development strategies.
Banking & Financial Services
Our research maps customer segmentation, digital adoption, and product relevance to help financial institutions refine offerings and improve retention.
Telecom & Technology
We study user expectations, service satisfaction, and innovation readiness to support product development and market expansion.
Automotive
We explore purchase intent, after-sales experience, and brand perception to guide dealer strategy, product launches, and loyalty programs.
Media & Entertainment
We analyze content consumption, platform engagement, and audience segmentation to support programming, monetization, and distribution strategy.
Energy & Utilities
Our work focuses on consumer awareness, sustainability perception, and service expectations to inform policy, pricing, and infrastructure planning.
Government
We support public sector entities with citizen feedback, service delivery audits, and policy impact assessments to improve engagement and trust.
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September 22, 2022