Customer segmentation and willingness to pay in the mobility sector

An innovative company in the mobility sector aims for a differentiation strategy shortly after the market launch of a new service. This requires reliable information on customer types, product preferences and willingness to pay.

How can overall sales be maximized through an optimal product portfolio and a targeted approach to customer segments?

Our Solution

To generate relevant data, Statista Q conducted exclusive surveys (qualitative and quantitative) of consumers and (potential) customers. Through these surveys, valuable insights into consumers’ mobility behavior, needs, preferences and willingness to pay were gained. Statista Q’s market research team carried out all the necessary steps and, in close cooperation with the client, a suitable methodology (e.g. semi-structured telephone interviews, price sensitivity measurement according to Van Westendorp, Choice-Based Conjoint, Latent Class, Cluster Analysis) was developed and used to answer the research questions.
Both the qualitative and the quantitative representative surveys were conducted by Statista Q. After a final quality assurance check, the results were analysed with regard to customer needs and willingness to pay in different segments, and a presentation was prepared, which included core results, a management summary, and recommendations for action.

  • Differentiated realignment of an innovative product to market preferences
  • Measurement of price sensitivities, willingness to pay and simulation of demand
  • Preparation of all results as a clear and well-structured set of tables, as well as a report with core results and recommendations for action
Customer Results

The results of the study provided valid and relevant insights into consumers (feature preferences, needs and willingness to pay) and the structure of the market (mobility use and segmentation). The recommendations for action derived from this could be directly transferred into product differentiation measures and go-to-market strategy. The results of the project were handed over to the customer exclusively, as a comprehensive and individually tailored market study in Microsoft PowerPoint and Excel spreadsheet formats.

  • Identification and data-based description of customer segments, as well as recommendations for optimal approach
  • Quantification of benefit values and importance of individual product features
  • Determination of optimal offer packages according to consumer willingness to pay, and recommendation of the go-to-market strategy