2. Table of
Contents
Storyforward
Executive summary .............................................................................................................. 3
Introduction .............................................................................................................................. 4
Methodology ............................................................................................................................. 5
Market overview ..................................................................................................................... 6
Journey model .......................................................................................................................... 7
The ecosystem of influence ............................................................................................. 11
Ready, set, drive ..................................................................................................................... 2
1
01 Open to Possibility ............................................................................................. 12
02 Decision to Change ........................................................................................... 12
Influencers and mindsets along the journey....................................................... 14
03 Evaluating ................................................................................................................. 14
04 Shopping: The Terrain ..................................................................................... 17
04 Shopping: The Car & The Deal ................................................................. 23
05 Experiencing ........................................................................................................... 27
Reach and engage consumers ....................................................................................... 30
3. Executive Summary
1. onsumers across markets experience five
C 5. onsumers seek enrichment opportunities
C
distinct stages as they travel along the auto where they can experience the car before they
path to purchase, and digital media plays get to the dealership. Rich media, video and
a critical role at each stage. interactive gaming can bring the test drive
experience and feeling of driving the car alive
2. S consumers move through the path
U and foster more confidence before consumers
with relative ease due to a long legacy of interact with dealers.
home-grown industry knowledge. But many
consumers experience “switchbacks” to earlier 6. onsumers are more likely to purchase
C
stages, based both on unique cultural and from a dealer they like, but there are myriad
infrastructural realities, as well as needs that opportunities to enhance the dealership
go unfulfilled by media and technology. experience through touch screen technology
and ongoing mobile communication.
3. ost consumers establish their consideration
M
set by determining the best fit for their current 7. onsumers who personalize their vehicle
C
lifestyle. Marketers should leverage content post-purchase, via mobile apps and
such as “Top Ten Family Cars” or “Best City communication technologies, are more likely
Vehicles” to help consumers establish their to become loyal advocates for the brand.
“early fits” before they embark on heavier Marketers should leverage the window of
eliminate-and-compare research. opportunity after a new purchase to encourage
consumers to fully integrate mobile and
4. onsumers seek ways to avoid “switchbacks”
C in-car technologies.
to earlier stages of the journey through a
combination of authoritative content, expert 8. hile knowing where consumers go for
W
reviews, consumer opinions and local dealer information is a critical part of media
information across PCs, tablets and mobile planning, marketers who understand the
phones. Marketers should consider ways to emotional or functional needs of consumers
help consumers triangulate and store their at each stage in the journey will be better
research to keep it accessible at home, at work able to develop effective messages across
and on-the-go. media channels that build brands and enable
decision simplicity.
4. Introduction
“ hen I first drove, the car was everything.
W
It meant freedom.”
Female, US
F
rom famous movie stars leaping into For “The Consumer Journey: Auto-Buyers”
getaway cars to beloved childhood study, we partnered with Ipsos Media CT and
cartoons that bring vehicles to life, the Iposo OTX to transform the traditional sales
iconic imagery of the automobile has been with funnel into a consumer-centric model, one
most of us since our earliest memories. Cars where consumer behavior and need-states
evoke freedom, lifestyle, status and mobility. drive marketer opportunities and solutions.
And for many consumers, they represent one of “The Consumer Journey: Auto-Buyers”
the biggest purchase decisions they make over addresses the following questions:
their lifetimes. But while our grandparents had
a finite and well-known set of influences when • ow do consumers travel along the path
H
purchasing a car, it’s a different story today. to purchase?
The proliferation of digital channels is reshaping • What points of influence—including media,
the way consumers make purchase decisions; activities and other people—do consumers
they take more time, complete more research, encounter when researching cars?
and travel through more points of influence than
ever before. As a result, consumers are faced • How are local markets unique? How can
with an overabundance of information, while manufacturers in emerging markets such
marketers are also facing new challenges: how as Brazil and India start to create brand
to engage their audiences at the most relevant equity with a large and influential emerging
points of influence. middle class?
At Microsoft Advertising, we believe • What types of interactions trigger specific
marketers can get closer to consumers in a outcomes, such as making a purchase, sharing
more meaningful way by gaining a deeper recommendations or experiences with a friend,
understanding of consumer needs throughout going to the dealership or changing long-term
their journey, and how digital channels can associations with brands?
meet those needs.
• What emotions and consumer need-states
are involved when people are considering car
brands, researching, searching or discussing
autos with their friends and family?
• Where are the gaps in the journey? At what
points do consumers need help, and what are
the opportunities for specific platforms to assist
in making the process smoother?
5. METHODOLOGY
Quantitative and qualitative:
Brazil, India, UK US
M
icrosoft Advertising partnered with For the quantitative segment, we built a
Ipsos Media CT and Iposo OTX over questionnaire for a panel of 1,000 consumers in
a five-month period from February each market (Brazil, India, UK, US)* where we
to June 2012, leveraging both quantitative mapped the influences, triggers and emotions at
and qualitative methodologies to uncover the each step along the path to purchase. This enabled
influences, behavioral themes and mindsets of us to draw out the influencers and milestones, and
consumers as they make buying decisions for subsequently quantify the channels, people and
economy and mid-size cars. brand experiences along the journey in order to
identify successful connection points, as well as
The first stage consisted of qualitative and gaps where opportunities for interaction between
consumer-led discussions, where we sought to marketers and consumers could be improved.
understand each individual purchase journey,
while exploring influences in terms of people,
place, content, media and devices. With 12-16 in-
depth interviews in each country—Brazil, India,
the UK and the US—we uncovered the patterns
of decision-making with a unique emphasis
on emotions, behaviors and triggers for action
throughout the path to purchase. We followed up
with consumer online diaries, where we tracked
and validated behavior over the following month.
* uantitative Sample = 1002 (Brazil), 1022 (India), 761 (UK), 1106 (US); +/- 3.10% (Brazil),
Q
3.07% (India), 3.55% (UK), 2.95%(US) at the 95% confidence level.
6. Market
overview
Brazil, India, US UK
“ saved from my first job in a fish and chip shop to
I
buy my first car—and was very proud of myself!”
Female, UK
M
ore than 60 million passenger cars The United States and the United Kingdom,
will be produced in 2012, according to where markets are more saturated, offer a
the International Association of Auto compelling contrast. The homegrown US
Manufacturers—that’s 165,000 new cars on the automotive industry carries a long brand lineage,
market every day. And much of that growth is and average consumers have bought and owned
driven through emerging markets. cars for several generations. Throughout US
history, commercial content and American
In Brazil, where business is thriving and literature have associated cars with freedom,
the emerging middle class is acquiring new rugged individuality and the myriad options
consumption patterns, the automotive industry available on the open road (“Whither goest thou,
has beaten its forecast for five years running.* America, in thy shiny car in the night?” – Jack
But we found that overall cost considerations, Kerouac, On the Road).
including fuel consumption, availability of parts
and ease of maintenance are all still significant Despite a reduction in car manufacturing in the
factors in choosing a car. The feeling or UK, commercial auto imagery is still associated
experience of driving was also critically important with classic, urbane style—think James Bond—
to the consumers we spoke to, more so than the and often drenched in sex appeal. But petrol and
image the car projects. tariffs are high, and the UK consumers we spoke
to tended to take a slightly more hesitant path to
India, where local sales are up 7% this year**, purchase as a result.
is reaching the very first stages of mass
motorization. For middle class consumers, we
found that image is important—and so is the
feeling of driving the right car. As one consumer
put it, cars “define you in the same way that
technology does.” Perhaps not surprisingly in
a market where the tech industry is booming,
the desire for new and better features is more
predominant in India than in other markets
(39% vs. a global average of 33%).
* “Brazil’s Record Car Sales to Continue,” The Rio News, January 2012
** “India Car Sales Rise 6.7%,” The Wall Street Journal, August 2012
7. JOURNEY MODEL
The right fit for where you are now
C
ars are a major purchase for most “The Consumer Journey: Auto-Buyers” research
consumers and demand a rational reveals five key stages on the path to purchase.
decision-making process, but we often The first three stages build clarity, and the last two
underplay the emotional factors that persist build confidence. Both the clarity and confidence
throughout the journey. In established markets need-states have a dynamic range that varies by
in particular, people start out with pre-conceived country, from clarity to confusion, and then from
ideas and brand preferences that are difficult to confidence to uncertainty.
change. But consumers still feel pressure to work
out what they want and how they approach the
buying process.
Each stage contains at least one phase that is specific to the automotive category, described overleaf.
8. JOURNEY MODEL
The right fit for where you are now
OPEN TO POSSIBILITY
“When I first
Current state
drove, the car
From what our parents drove and what we’ve was everything.
owned in the past, to the influence of glossy
advertising campaigns, cars are everywhere— It meant
and every encounter we have with them shapes freedom.”
our perceptions. Some consumers, especially Female, US
in developed markets such as the US and UK,
have established solid brand preferences over
the course of their lives, which help them move
through their auto-buying journey faster and
with more certainty. Other individuals may
approach car buying in a more open way.
This openness, however, can often prolong
the process.
DECISION TO CHANGE
Motivation
Over time, a consumer’s new car becomes his
current car. Some purchases are driven by the
age of the car, while for some, the motivation
to purchase a new car is linked to a life-change:
the birth of a child, a new job in a new city or
the freedom of becoming an empty nester. Very
occasionally the motivation may be the strong
desire for a specific car—a desire that can be
driven purely through advertising.
9. JOURNEY MODEL
The right fit for where you are now
EVALUATING
Worldview
In the Worldview phase, there are generally four steps that the
consumer has to work through: confirming if he or she is going
to buy a new car, working out what he or she wants from a new
car, determining how he or she is going to make the decision, and
establishing a level of brands or models. Those with solid brand
preferences or past experience get through this stage quickly and
easily, but most consumers have trouble with some, or all, of these
steps. In some cases, it may be difficult for the consumer to work
out how to get the information needed to move on to the next stage.
“ use the Internet for all kinds
I
of information online.”
Male, Brazil
SHOPPING
Th
e Shopping or In-store stage happens in a The Car
unique manner for car buying. Most of the
eliminate-and-compare activity that consumers At this point, consumers are focused on “the
naturally exhibit when researching purchases one”. They’ve narrowed the choice down to a
happens online, well before people make it to car, specification and options. For some,
the dealership. Three phases make up this stage The Car phase comprises planning negotiation
for auto buyers. tactics and knowing where to compromise.
Others are determined to hunt down the one
The Terrain ideal car at exactly the right price.
In The Terrain phase, consumers commit to The Deal
buying a new car. Their consideration set is
based on experience, trusted recommendations, Ideally, the consumer wants to go to the
advertising and some light research. Some dealer to buy a specific car, armed with
makes and models will not be the right fit and all the facts that he or she
consumers will eliminate these quickly. After needs to get the best price
a bit more light exploration, they’re down to possible. He or she will
a smaller group. At this point, the real work want to meet his or her
begins: a compare-and-contrast task based on objective—and then get
more detailed specs, reviews, seeing the vehicle out as fast as he or she can.
in person, and—for a few—an early test drive.
10. JOURNEY MODEL
The right fit for where you are now
EXPERIENCING
Ownership
The final stage of the consumer journey is focused on the car, how
it performs and how others react to it. More than ever, consumers
personalize their vehicles through technology, and often discover
unexpected features that can drive their advocacy, such as integration
with their smartphones via apps and other technologies. This is where
consumers not only determine their personal satisfaction with the
vehicle, but also seek out external post-purchase validation
through reviews, friends, family and even media.
Clarity Confidence
The following figures (clarity, then confidence) are derived from market-level index
data, where 100 is average.
The Car
Country Worldview Eliminate Compare Ownership
The Deal
Clarity/Confidence
Brazil 92/92 109/93 93/99 100/102 104/112
India 86/90 105/95 104/102 103/102 102/108
UK 90/91 88/92 98/99 102/99 119/116
US 80/80 99/94 96/91 114/120 109/113
11. The ecosystem
of influence
People, media and activities
Aspirational
“f I’m honest,
I Key
Effectiveness/impact
I’m driven and
of influence
People
influenced by
Functional
Emotional
Media
media more than
Activities
Size: degree
of influence
I’d like to admit.” Location :
Alignmentw ith segment (closer to
Female, UK edge = more specific)
Informational
At each part of the journey described above, we highlight the influencers at play, as well
as the consumer mindset.
Effectiveness Consumer need-states
The outer-ring of the bubble shows the degree Comprehension: Making sense of the
to which an influence has ‘a lot’ of influence vs. information I have to help me make a
‘a little’ influence at this stage (more complete smart decision.
= more effective). The size of the bubble is
determined by the following data: Projection: Thinking about what might
• 70% and above = more coverage from outer ring work and how the car would fit my lifestyle.
• 5-70% = middle-weight coverage from outer ring
5
Visualization: Imagining or dreaming
• 55% = smallest coverage from outer ring
about what I want.
Specificity Discovery: Getting ideas to help me
How closely aligned an influence is with the figure out what fits.
specific role in which it is placed (closer to
edge = more specific). Enrichment: Going deeper and learning
more about the cars I’m considering.
Frequency Confidence: Being certain that I have
This is the degree to which an influence what I need to make the right decision.
is sought (larger = more used).
• 48% and above = largest circle Validation: Getting evidence and support
• 32-48% = mid-sized circle that confirms my thinking.
• 32% = smallest circle
Investigation: Getting very specific
Function of influence information that fills knowledge gaps.
Placement of the bubble and its relationship
with other bubbles within the segment shows
the role the influence is primarily serving.
12. READY, SET, DRIVE
01 OPEN TO POSSIBILITY
02 DECISION TO CHANGE
CURRENT STATE MOTIVATION
I
n the US, consumers generally begin their eliminating the cars that don’t feel right before
journey with more clarity than people in they begin comparing and contrasting a shortlist.
other markets. Assessing what they want They are subsequently able to focus on a narrow
and what else is available is relatively quick consideration set and hunt down the best car
and painless. American consumers are used to for them.
“Cars to me are more than transportation. They define you as person.”
Male, US
Where they begin
We asked our consumers how they would rate their levels of knowledge, interest and
understanding at the very start of the journey. Here’s how they compare:
KNOWLEDGE* INTEREST* CONFIDENCE*
29% 40% 35%
34% 40% 60%
48% 55% 50%
36% 54% 47%
* top 2 box
13. READY, SET, DRIVE
01 OPEN TO POSSIBILITY
02 DECISION TO CHANGE
Purchase Considerations
I
n other countries, personal factors (i.e. A consumer’s current state and motivation drive
increase in wealth, changing family dynamic, the first two stages of the journey, and these tend
change in commute, etc.) tend to weigh more to be very specific to an individual’s circumstance.
heavily on the decision-making process than As a result, we’ll focus on influences during the
in the US. This comparative lack of extraneous Evaluating, Shopping and Experiencing stages.
concerns is another contributor to the smoother
consumer journey we see in the US relative to the
other countries examined.
IN BRAZIL AND INDIA, ALMOST EVERYTHING IS TAKEN INTO CONSIDERATION
Fuel efficiency 85% 91% 89% 85%
Safety 82% 91% 89% 85%
Price/payment 83% 90% 88% 80%
Performance 76% 87% 84% 84%
Warranty 76% 87% 83% 81%
Body/style 72% 74% 81% 77%
Brand 61% 75% 75% 75%
Specific models/options 59% 69% 70% 73%
Innovation tech 47% 75% 57% 73%
Green/environment 39% 66% 40% 68%
Stereo equipment 41% 53% 50% 62%
Location of dealer 44% 56% 42% 60%
GPS/navigation 31% 53% 39% 58%
Hybrid technology 26% 62% 32% 63%
Hands-free mobile tech 30% 43% 39% 55%
Voice command tech 19% 41% 26% 43%
Av. number of factors
considered important 8.7 11.1 9.8 11.2
...Whereas in the US and the UK, auto-buyers focus on fewer factors
14. INFLUENCERS AND
MINDSETS ALONG
THE JOURNEY
03 Evaluating
Worldview—How consumers navigate the journey
Consumers in the Worldview phase make four key decisions:
1. ey confirm that they are going to buy a new car.
Th
2. ey determine what they want from a new car.
Th
3. ey decide how they’re going to make their decision.
Th
4. ey establish a base consideration set of brands and models.
Th
T
his early stage is critical for automobile seeking out a new category of car that’s
marketers. For consumers, anticipation is less familiar to them. US auto-buyers are
the dominant emotion here, although it’s predominantly looking for enrichment,
often tinged with some regret at the passing of confidence and investigation.
their current car and, in some markets, anxiety
about how to make the best possible choice. Brazilian consumers approach the Evaluating
stage quite differently as there is mistrust of media
In the UK, deciding between a new or used car sources and less knowledge of the auto market
is a common and often complex decision. in general, mostly due to a lack of strong brand
And even once committed to a new car, some legacy. As a result, many Brazilian consumers
consumers don’t know exactly what they want cycle through a “vortex of doubt” as they turn
from it. Different emotional and functional need- to many different sources to try to make up
states are fulfilled through car comparison and their minds. Partners inspire confidence here,
review sites, with close family members such while cars on the street and seen at work provide
as partners and parents also providing input. aspirational guidance.
The influencers are slightly more diffuse than
in other markets, however. For an Indian consumer, family acceptance of the
proposed purchase is key, so the Worldview phase
In the US, clarity and confidence are at their is focused on convincing friends and family what
lowest in the Worldview phase; they both index at type of car should be pursued. First, a consumer
80, which is below average. Clarity and confidence must identify the purchase that seems to fulfill
will eventually grow to 113 and 120 respectively their needs; then use the same logic to persuade
at the moment before purchase. But compared the family and get buy-in before moving forward.
to the UK and other markets, US consumers Indian consumers are already turning to media
typically require only a quick assessment of what sources here to provide evidence.
else might be out there, particularly if they are
15. INFLUENCERS AND
MINDSETS ALONG
THE JOURNEY
03 Evaluating
Aspirational Needs and opportunities
How consumers navigate the journey
Projection Discovery and
Partner Current state Enrichment
Dad • Served via partner and to a Current state
lesser extent, friends and travel • Served via print and web
Needs Opportunities autos content, particularly
Functional
Emotional
Car review sites
–Autos • Portable lifestyle-related autos consumer opinions
Car
comparison content: “most fuel efficient Needs Opportunities
sites –
Opinions
small hatchbacks” • Video from experts to build
Car Car review • Video: help auto-buyers confidence that consumer
comparison sites sites – experience the car, engaging opinions alone cannot provide
Opinions
them with sight, sound • Early “fit” and “experience”
Car review sites and motion comparison: more general,
“softer” version of an
Eliminate opportunity
Informational
Projection Enrichment
Current state Current state
• Served via partner, and to a • Currently served via autos
lesser extent, Mom, search and dealer sites, and to a lesser
(deals), and travel extent, friends and some TV
Needs Opportunities Needs Opportunities
• Portable autos content: • Expert opinions (text or
“most fuel efficient small video): bridges enrichment
sedans”, “safe family cars”, etc. and boosts confidence
—distributed across network, • Early “fit” and “experience”
including lifestyle comparison: more general,
• Video: help auto-buyers ‘softer’ version of an
experience the car, engaging Eliminate opportunity
them with sight, sound
and motion
16. INFLUENCERS AND
MINDSETS ALONG
THE JOURNEY
03 Evaluating
Needs and opportunities
How consumers navigate the journey
Discovery Projection Enrichment
Current state Current state
• Discovery not served • Served via autos and dealer
• Projection served traveling sites, friends and to a lesser
to work extent, TV
Needs Opportunities Needs Opportunities
• Portable autos content: • Expert opinions (text or video):
“most fuel efficient small bridges enrichment and boosts
sedans”, “safe family cars”, etc. confidence
—distributed across network, • Early “fit” and “experience”
including lifestyle comparison: general, “softer”
• Video: help auto-buyers version of an Eliminate
experience the car, engaging opportunity
them with sight, sound
and motion
Discovery Projection Enrichment
Current state
Current state
• Discovery not served
• Served via autos and
• Projection not served dealer sites
Needs Opportunities Needs Opportunities
• Portable autos content: “most • Expert opinions (text or video):
fuel efficient small sedans”, “safe bridges enrichment and
family cars”, etc.—distributed boosts confidence
across network, including • Early “fit” and “experience”
lifestyle and family needs comparison: general,
• Video: help auto-buyers ‘softer’ version of an
experience the car, engaging Eliminate opportunity
them with sight, sound
and motion
17. influencers and
mindsets along
the journey
04 shopping: the terrain
As consumers move into the active Shopping stage, they travel through three
distinct phases: The Terrain, The Car The Deal.
The Terrain: Eliminate
T
he Terrain consists of two steps: a deeper In the US, this step is where an assessment of
analysis that starts with elimination of “fit” is made—an emotionally-led route where
any car that doesn’t fit, which is followed consumers discard the cars that really won’t
by a rigorous comparison of those that make work for them. This is a fairly clean, straight-
it through. forward process.
In the UK, eliminate and compare behaviors For Brazilians, this step tends to happen in
exist, but they are often combined, and happen combination with comparison behavior, making
in a more haphazard way. We call this “The Fog it a painful part of the consumer journey, and
of Consideration”. No single source of influence sometimes causing a “vortex of doubt” that can
stands out here, but car review and comparison reset the consumer’s Worldview, and set them
sites, manufacturer sites and dealer sites help— back an entire stage.
often found through search engines. There is great
potential in the UK for consumers to “switch Indian consumers, however, often rely on family
back” to their earlier Worldview. to help them eliminate options; this trust in the
opinions of others helps them move through this
phase relatively smoothly.
18. influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Eliminate
Needs and opportunities
How consumers navigate the journey
Projection Enrichment
Comprehension Current state
Current state
• Served via cars in street, travel,
• Served via partner and work print and review sites
Needs Opportunities Needs Opportunities
• Virtual test drives, video • General ‘fit’ and ‘experience’
and 360 degree views: Must comparison: incorporating
be prominently positioned factors of lifestyle, life stage—
to encourage and facilitate perhaps with game elements
Eliminate behavior before
• Comparison that gets local:
Compare begins
prominently connect ‘fit’ and
‘experience’ elements to local
dealers, influencing later stages
• Again, a key benefit to
consumers is in disentangling
Eliminate and Compare,
making their path smoother
Projection Enrichment
Current state Current state
• Served via partner, as well as • Served via autos sites,
some travel, work primarily comparison
Needs Opportunities Needs Opportunities
• Virtual test drives and • General “fit” and “experience”
360 degree views—makes comparison: incorporating
eliminating options by how factors of lifestyle, life stage—
well they fit, relatively hassle- perhaps using game elements
free and accelerates this stage • Localized comparison:
of the Journey prominently connect “fit” and
• Video “experience” elements to local
• Cross-category opportunities, dealers, influencing later stages
especially in Travel content
19. influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Eliminate
Needs and opportunities
How consumers navigate the journey
Projection Enrichment
Current state Current state
• Served via travel • Served via autos sites,
Needs Opportunities primarily comparison
• Virtual test drives and Needs Opportunities
360 degree views—makes • General “fit” and “experience”
eliminating options by how well comparison: incorporating
they ‘fit’ relatively hassle-free factors of lifestyle, life stage—
and accelerates this stage of perhaps using gaming elements
the Journey • Localized comparison:
• Video prominently connect “fit” and
• Cross-category opportunities, “experience” elements to local
especially in Travel content dealers, helping influence
“hunt” and “deal”, and making
the path smoother
Projection Enrichment
Current state Current state
• Not served • Served via autos sites,
Needs Opportunities primarily comparison
• Virtual test drives and Needs Opportunities
360 degree views—makes • General “fit” and “experience”
eliminating options by how well comparison: incorporating
they fit, relatively hassle-free factors of lifestyle, life stage—
and accelerates this stage of perhaps using gaming elements
the Journey • Localized comparison:
• Video prominently connect “fit” and
• Cross-category opportunities, “experience” elements to local
especially in Travel content dealers, helping influence
“hunt” and “deal”, and making
the path smoother
20. influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Compare
I
n the Compare step, the real work begins: Clarity and confidence is no higher here than
comparing the options. This is a compare- in previous stages—not until they come to a
and-contrast task based on more detailed decision, at least. Consumers want a detailed
auto specs, consumer and expert reviews, the understanding of the cars they are comparing,
experience of seeing the vehicle in person, adding to their knowledge and ultimately building
and—for a few—a test drive. But confidence the confidence to make the final decision.
dips slightly as a result of diving deep into so
many choices. In Brazil, there is a marked contrast with the
US: influencers are still clustered on the more
UK consumers are still enmeshed in “The Fog of emotional side of the ecosystem. As with the
Consideration” at this point and risk backtracking Eliminate step, a lack of trust, knowledge and
to earlier stages if they don’t start to build authority add to the “vortex of doubt.” Most
enrichment and confidence. As consumers start consumers have no choice but to compare a larger
feeling more organized, however, inspiration and number of options at a detailed level without first
confidence starts to build. filtering them down to a manageable list.
In the US, consumers compare detailed specs The opinions of family members guide Indian
for all models in their consideration set. This is consumers through the onset of confusion,
more serious, fact-based research, as we see from and this support continues into test drives. It’s
the influencers clustered at functional side of the common to drive four to five cars—and to do
ecosystem. There can be a slight dip in emotions so with family. There’s plenty of information to
and mindset here; as the search becomes more consume too, including content from car review,
intense and detailed, people are searching for a comparison and manufacturer sites.
right answer.
What car will
fit me best?
21. influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Compare
Needs and opportunities
How consumers navigate the journey
Discovery Enrichment
Current state Confidence
• Served via travel and cars Current state
in street • Served via partner, friends and
Needs Opportunities review sites
• This behavior should really be Needs Opportunities
pushed earlier in the Journey. • Focus on communication: as
By encouraging Eliminate people make comparisons they
behavior, the confusion that want to reach out to the people
new discovery causes at this they know and trust
stage can be removed
• Goal is reaching confidence,
hence important to link their
enrichment information to
thoughts of family and friends
• Consumer reviews need
triangulation—or approval—
by inner circle
Enrichment Needs Opportunities
Confidence • Localized comparison:
Current state prominently connect “fit” and
“experience” elements to local
• Overlaps between the two roles dealers, helping influence
• Served with expert reviews, “hunt” and “deal”, and making
manufacturer and dealer sites the path smoother
pulling toward enrichment • A focus on communication: as
• Buyer and partner opinions people make comparisons, they
pull toward confidence want to reach out to the people
they know and trust
• The goal is reaching confidence:
it’s important to link their
“enrichment” information to
thoughts of family and friends
• Consumer reviews need
triangulation—or approval—
by inner circle
22. influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Compare
Needs and opportunities
How consumers navigate the journey
Projection Enrichment
Current state Current state
• Served via travel • Served via autos sites,
Needs Opportunities primarily comparison
• Virtual test drives and Needs Opportunities
360 degree views—makes • Triangulate authoritative
eliminating options by how well information with
they ‘fit’ relatively hassle-free customer reviews
and accelerates this stage of
the Journey
• Video
• Cross-category opportunities,
especially in Travel content
Projection Enrichment
Current state Current state
• Served via Dad • Not served
Needs Opportunities Needs Opportunities
• Virtual test drives and • General “fit” and “experience”
360 degree views—makes comparison: incorporating
eliminating options by how well factors of lifestyle, life stage—
they fit, relatively hassle-free perhaps using gaming elements
and accelerates this stage of • Localized comparison:
the Journey prominently connect “fit” and
• Video “experience” elements to local
• Cross-category opportunities, dealers, helping influence
especially in Travel content “hunt” and “deal”, and making
the path smoother
23. influencers and
mindsets along
the journey
04 shopping: The car The deal
The Car The Deal
B
y the time they reach the midway point In Brazil, however, the Shopping stage is yet
of the Shopping stage, auto-buyers have another where consumers don’t have all the pieces
finally zeroed in on “the one.” They they need to feel good about their decision. A
know the specs and options they want—and Brazilian auto-buyer can become focused on one
how much they’re willing to pay for them. particular make and model, but if it doesn’t feel
For some consumers, this stage is focused right, he’s pushed back several stages, to the messy
on planning negotiation tactics and knowing process again. But if a consumer successfully
where to give in. For others, it’s about finding settles into this phase, confidence starts to build,
a specific car at exactly the right price and with commitment (at least partially) to a car.
hunting it down remorselessly. Six out of ten consumers in Brazil will revert to
earlier stage behavior here.
Once consumers in the UK have finished
their comparison work, they take one last look With test drives complete, consumers in India
before they leap—there’s a pause to reflect on need confirmation from their families that their
the purchase and plan the negotiation phase. intended decision is the right one. Again, it’s
Confidence is rising and relief starts to kick in. a matter of keeping up the confidence in their
preferred car, while seeking to get a better sense of
For US auto-buyers, confidence and clarity are it and understanding all the options. As in Brazil,
at an all-time high at this point. But maintaining six out of ten Indian consumers will revert to the
confidence in their decision is key. Consumers Compare and Eliminate steps here.
seek the final details they need to achieve full
understanding of what they are getting into, as
they think about how the car will fit into their
daily lives.
24. influencers and
mindsets along
the journey
04 shopping: The car The deal
Needs and opportunities
How consumers navigate the journey
Projection Confidence
Current state Current state
• Served via partner • Not served
Needs Opportunities Needs Opportunities
• Lending Tree for cars/sharing • Local reviews of dealers
data with dealers to reach out to build confidence going
with deals into deal
• Link between MSN Autos and • Maintain confidence in the car
MSN Money content throughout deal and delivery
• Location-based links to dealers, via communication of features
combined with easy lifestyle and driver testimony
data-sharing
• Price comparisons and deal
location via smartphone
barcode scan
Projection • Interesting partnership
Comprehension opportunities—and great link
between MSN Autos and MSN
Current state Money content
• Not served • Location-based links to dealers,
Needs Opportunities combined with easy data
• Lending Tree for cars/sharing sharing (less personal data,
data with dealers so they can more needs/lifestyle/fit data)
reach out with deals: exists but • Price comparison and deal
is not well known location via smartphone
barcode scan
25. influencers and
mindsets along
the journey
04 shopping: The car The deal
Needs and opportunities
How consumers navigate the journey
Projection Needs Opportunities
Comprehension • Authoritative content from car
Current state experts would better serve the
comprehension need-state
• Served only by car review sites
Projection • Interesting partnership
Comprehension opportunities—and great
link between Autos and
Current state Money content
• Not served • Location-based links to dealers,
Needs Opportunities combined with easy data
• Lending Tree for cars/sharing sharing (less personal data,
data with dealers so they can more needs/lifestyle/fit data)
reach out with deals: exists but • Price comparisons and deal
is not well known location via smartphone
barcode scan
26. influencers and
mindsets along
the journey
04 shopping: The car The deal
DealERS
M
ost consumers go to the dealer with the When it comes to the actual purchase, consumers
intention of buying a specific car, armed tend to buy from dealers they like. Our research
with all the facts they need to get to the showed that 49% of purchasers globally liked the
best price possible—and then get out as fast as dealer they bought from “a lot”. Consumers who
they can. They typically begin relying on mobile are less confident generally are less positive about
technology to locate dealerships and get on-the- dealers overall.
fly information. Once there, consumers may be
lucky enough to have a favored and friendly
dealer; otherwise the dealership experience is
somewhere between a game and a battle.
On a scale of 1-5 with 5 as ‘liked a lot’, how did you like the dealer you bought from
compared to other dealers?
120
100
80
1
2
60
3
4
40
5
20
0
Dealer Bought From Other Dealers
“My smartphone is my rock, my life.
It’s portable and discreet.”
Female, US
27. influencers and
mindsets along
the journey
05 experiencing
Ownership
A
t an average of just over five months into From filtering through unhelpful information to
the journey globally, consumers have their securing the financing, navigating the journey for
vehicle. Now, the focus is on the car: how Brazilians is not easy. At this point, consumers
it performs and how others react to it. Consumers tend to feel relief that the process is over. Most
personalize cars just as they would a new mobile can’t help making a few checks though, just to
phone. There’s a period of discovery, where be sure they made the right choice. They are still
people explore unexpected features. Typically, the seeking to understand the car better, but this time,
honeymoon period isn’t long-lasting, though. The they only have one vehicle to research
amount of ongoing dealer contact and warranty and explore.
activity required by consumers helps validate their
decision—or fill them with regret. Car-buyers in India tend to expect an easy post-
purchase relationship with the dealer, but this
In the UK, new owners try to work out how to phase is primarily about the family reconfirming
make the most of their purchase, and this often the choice and fully experiencing the new car.
results in quick checks against review sites to Consumers will subsequently get comfortable
make sure they got the best deal on the ideal with the technical elements and show off their
car. They’ll also seek the opinion and judge the new purchase on their social networks.
reaction of their partner.
US auto-buyers tend to swing back over to the
emotion side of the ecosystem. Clear, confident,
relieved and proud of their decision, they tend to
trust the way they made the decision and the end
result. They might even love their new purchase
so much that they give their new car a name.
28. influencers and
mindsets along
the journey
05 experiencing
Needs and opportunities
How consumers navigate the journey
Projection Confidence
Current state Current state
• Not served • Not served
Needs Opportunities
Validation Advocacy
• Later ownership stage to be
Needs Opportunities
served through portable autos
content and video—as covered • Encourage greater linkage
in Worldview stage between validation
and advocacy
Comprehension • Reviews easily linked or co-
Needs Opportunities published on social networks
• Facilitate contact between • More sharing of decision
manufacturer and consumer process (e.g. ‘Pinterest for cars’)
• Encourage driver testimony
to validate choices and inspire
usage of newly purchased car
Projection Validation
Current state Needs Opportunities
• Served only via partner • Encourage greater linkage
Needs Opportunities between validation
and advocacy
• Later “ownership” stage to be
served through portable autos • Enable reviews on MSN Autos
content and video to be easily linked or co-
published on social networks
Comprehension • Allow for greater sharing of
Current state decision process (e.g. “Pinterest
• Not served for cars”)
Needs Opportunities
• Facilitate contact between
manufacturer and consumer
29. influencers and
mindsets along
the journey
05 experiencing
Needs and opportunities
How consumers navigate the journey
Projection Validation ( Advocacy)
Current state Needs Opportunities
• Served via dealer sites • Encourage greater linkage
Needs Opportunities between popular validation and
less common advocacy
• Show how the new purchase fits
into his/her life via customized • Enable reviews on MSN Autos
mobile content to be easily linked or co-
published on social networks
• Allow for greater sharing of
decision process (e.g. “Pinterest
for cars”)
Projection Validation ( Advocacy)
Current state Needs Opportunities
• Only served via partner • Encourage greater linkage
Needs Opportunities between popular validation and
less common advocacy
• Later ownership stage to be
served through portable autos • Enable reviews to be easily
content and video linked or co-published on
social networks
Comprehension • Allow for greater sharing of
Current state decision process (e.g. “Pinterest
• Not served for cars”)
Needs Opportunities
• Facilitate contact between
manufacturer and consumer
30. Reach and engage
consumers at
every step
HOW MICROSOFT advertising CAN HELP
At Microsoft, we’re developing new ways to bring marketers and consumers closer
together along the path to purchase. Here’s just one example:
T DECISION TO CHANGE
he study “The Consumer Journey: Auto-
Buyers” demonstrates that marketers no
longer have a captive audience reached
through a select few points of influence. As a Motivation
result, it’s difficult to know and understand where Consumers are usually motivated to make a
you should invest marketing dollars along the change because of personal circumstances. But
path to purchase for optimal impact. some consumers admit they simply buy a new
car because they want one. Microsoft enables
Both consumers and marketers find themselves consumers to investigate something that catches
in a challenging new environment, where too their eye, without doing any hard work, via
many choices and complexity can often obfuscate Kinect’s integration with Bing.
the right solution or purchase decision at any
given time. But knowing how to harness digital EVALUATING
channels can help start to close that divide,
reaching and inspiring consumers at the right
place and time, clarifying their choices and Worldview
enabling easier decision-making. In the Evaluating stage, the Worldview phase
provides consumers with a route into their early
research using lifestyle content. MSN Autos in
OPEN TO POSSIBILITY the US—with 5.5 million unique users—provides
top ten lists and other helpful ways to start
Current state researching in a way that helps establish early ‘fit.’
While consumer brand associations run deep in
the US and UK, they’re more open in emerging
markets. Xbox LIVE drives high brand lift when
consumers are paying attention in a lean-forward
gaming environment. Ad effectiveness research
on more than 20 campaigns shows double-digit
lifts across key brand metrics (Microsoft Internal,
2012). And in fact, in the Consumer Journey:
Auto-Buyers study, 30% of consumers in the
US and UK said they would be interested in
experiencing a test drive through a
gaming environment.
31. Reach and engage
consumers at
every step
HOW MICROSOFT advertising CAN HELP
SHOPPING EXPERIENCING
The Terrain Ownership
As consumers begin the heavy job of eliminating Windows 8 apps on Microsoft’s new Surface
and comparing options, MSN Autos provides a tablet are an ideal way for consumers to continue
single location for reviews, professional ratings interaction with the car manufacturer throughout
and compelling video, bringing to life a consumer’s the ownership process. Now, the brand becomes an
consideration set. information source—and helps drive validation.
The Car
The easy integration of MSN Autos and
MSN Money makes it easy for consumers to
feel confident before entering negotiations with
the dealerships.
The Deal
Local dealership listings on the MSN Autos mobile
app enable consumers to leave a dealership they
don’t like, and easily find one nearby that they do.
