Studying the showroom car-buying experience for different age groups
Toyota is one of the world’s largest car manufacturers and produces more than 10 million vehicles a year. Touring the showroom is still the most important part of the car-buying process, and why the company wanted to understand what people look at when deciding to buy a car, how they move through the space and interact with everything from informational material to the car itself. They also wanted to know how people of different ages respond to the traditional and digital marketing material that support sales.
To better understand the experience, Toyota Canada partnered with Tobii Pro Insight to study the car buyer's journey in a simulated showroom at the Dx3 trade fair in Toronto. The results provided important information about the attention and behavior of the participants, such as how much time they spent looking at individual elements – car features, window stickers, promotional material and digital displays. The results also helped Toyota to evaluate the effectiveness of their communication in the showroom and revealed insights into generational differences in attention to traditional and digital marketing material.
"In this all-or-nothing, high-stakes sales environment, it is critical that automotive marketers understand which features influence shoppers to buy and how the showroom can be optimized to make them commit. Through eye tracking, we objectively determined what registered with potential buyers, both young and old."
Mike Bartels, Senior Research Director, Tobii Pro Insight