Racetech is a world-leading manufacturer of motor racing seats, harnesses and safety accessories - who needed a clearer understanding of their customer needs, along a highly complex path to purchase.
With a high value, feature-rich safety product range, and a diverse audience of racing enthusiasts, DIY installers ,and professional racing teams with varying levels of knowledge - there were no simple paths, universal truths or easy answers. Racetech’s focus also extended beyond their own customers and products -with a need to understand and monitor broader, industry-wide attitudes around safety.
We worked with Racetech to determine the best points to intercept their target audience - from existing customers to the wider racing community.Respondents answered initial questions with a rating, then gave the detail behind it, in their own words and with the option to use their own voice, simply and easily from their device.Blending the rich insights of a genuine customer voice, with‘ online’ flexibility and convenience. All feedback was fed into Racetech’s CUSTOMER RADIO platform - where it could be listened to, measured, searched and filtered as required... monitored through an interactive dashboard...and easily shared with Racetech’s team.
Richer, more engaging feedback - delivered in a user-friendly way -enabled Racetech to make the customer voice a powerful force in strategic decision making, marketing direction, and product conversations.
‘We knew we needed to test our assumptions and market understanding -to help guide significant new digital investment.What we didn’t expect, was the depth and richness of the data we’d receive...and the range of opportunities that it would give us - from optimising communications, to growing our influence and visibility within our industry.”
SOLID DATA
Racetech confirmed over 80% of prior assumptions, and uncovered key areas of learning - giving solid data points to guide strategic decisions and marketing spend.
CUSTOMER NEEDS
Detailed profiles of customers and their needs were built across a broad range of different racing types - which could also be used as a baseline comparison for entering new markets.
CUSTOMER FOCUS
Customer-centricity was taken to new levels - with the priorities and language of customers shaping product language, infographic assets and marketing across a range of channels.
ONGOING CONTENT
Customer Radio provided an authentic customer voice, and insights, that were used to inform and inspire a new professional content writing program.
INDUSTRY LEADERSHIP
The surprisingly low levels of safety understanding found in the market were leveraged into an opportunity to lead the industry. By driving new, high-quality educational content focused on the links between safety and performance, Racetech can open up new partnerships with racing industry organisations to achieve a new level of visibility, and demonstrate expertise.
“Having such comprehensive, powerful learnings lets us approach decisions and investments with real confidence. In cost vs investment terms the project was a no-brainer…. and we can already see the ongoing potential for our bottom line and ROI. Our engagement with the BigEars team is now ongoing -and we see this as a vital and valuable partnership for Racetech’s future.”
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