BACKGROUND
Nowadays, companies are challenged to provide innovative responses to increasingly empowered consumers. The automotive industry is no exception and although online car purchases still represent a small fraction of total sales, the Internet and particularly social networks have an undeniable influence on each stage of the customer journey (awareness, search and consideration).
In the digital era, being aware of what the online media publish, as well as what experiences or opinions consumers share online about specific companies or products, is a key component in business decision making. Brands such as SEAT and CUPRA make use of valuable user data from social networks to detect opportunities and effectively manage their reputation. Nethodology assists them with this analysis by providing multiple digital listening studies on a monthly basis.
CHALLENGE
Analyse and monitor conversations published on websites and social networks about SEAT and CUPRA in order to identify business opportunities or reputational risks immediately.
SOLUTION
We developed our own methodology to analyse the digital conversation about SEAT and CUPRA in the EU5 markets – Spain, Germany, United Kingdom, France, Italy – and Australia.
Nethodology provides the Market Research department with a complete overview of the comments made by current or potential customers online. These insights are then transformed into actions by different departments such as Product Marketing, Quality, After Sales, Corporate Communication, Marketing Communication, Corporate Reputation or Brand Strategy, among others.
Our methodological process, which combines both statistical quantitative analyses and qualitative research techniques, enables us to analyse the millions of data we extract using technologies based on Machine Learning and Artificial Intelligence. This allows us to offer pragmatic and insightful reports and investigate relevant trends and needs detected in online conversations.
Our technology allows us to actively monitor large amounts of data with more than 8 million mentions extracted to date. This helps SEAT and CUPRA’s market research departments to measure the health of their brands, detect customer needs in real time and execute fast and efficient responses to situations and opportunities as they arise.
“Nethodology helps us detect and evaluate the online conversations about our brands and products. Monitoring the digital ecosystem in real-time and without limits or restrictions is key to the management of the SEAT and CUPRA brands”.
Benet Pujol – Head of Market Research at SEAT, S.A.
OUR TEAM
Each analytical step is led and supervised by a multidisciplinary and multilingual team made up of specialists in research, marketing, communication, digital reputation and strategy.
The dedicated team has expertise in the automotive sector and knowledge of the local markets and languages, since they are natives from each of the five main countries monitored in the project.
