Case Study: Pick-up Truck Market Entry Study

Industry:: Automotive

Duration:: September 2025

Service:: Respondent recruitment, fieldwork coordination, data collection and delivery

The Business Issue

A new pick-up truck from a famous automotive brand is entering the Thailand truck market soon. The manufacturer has 4 noticeable objectives for this study:

To study the users of main competitor models in the Thailand pickup truck market.
To study the current trends of the truck market through the eyes of both buyers and dealers. But most importantly, to know the driving criteria behind their purchase decision.
To know how their brand reputation was compared to established brands in the market.
To gauge the expectations of possible intenders, price-wise, design-wise and feature-wise.

The Techniques

Gang surveys, focus group discussions, and in-depth interviews
The data is collected through 3 main methods: gang surveys, focus group discussions, and in-depth interviews. The questions highlight the opinion and usages of their current pick-up truck, their preferred options and price, and most importantly, their comments on the new model’s specifications and features.

The Results

We were able to gather respondents from various work sectors and identify the specific concerns of users from each competitor brand; however, a consensus emerged that after-sales services serves as one of the most concerning factors when an unfamiliar model enters the truck market. We help confirm that the new brand is on the positive side from the user perspective and, further, gather local feedback for model adjustments, especially the exterior design, before the launch in the Thailand pickup truck market.