FROM THE CLIENT
THE RESEARCH BRIEF
The aim was to carry out an automotive fly-in research event, taking a group of UK company car owners, fleet managers and key account managers to Hamburg, Germany for 2 days. The group would be introduced to a car with a specific audio system.
‘BEAM handled a complicated situation brilliantly, which meant we were able to focus on the research itself. Knowing that our participants were not only where they needed to be, when they needed to be there, but happy and enjoying the experience was essential to our project.’
DELIVERED BY BEAM
THE CHALLENGES
- Fly-ins are notoriously difficult to manage, with many critical moving parts that have to work at exactly the right time, from beginning to end. With participant travel sustenance, accommodation, entertainment and expenses making up a significant proportion of the client budget, even the smallest of problems could have a significant impact on cost.
- Rigorous recruitment is essential for successful fly-in research. Participants matching the overarching specification is a given. With no capacity to replace an underperforming individual once fly-in research has started, the need for participants to be trustworthy, with real knowledge and legitimate interest in the research area is paramount.
- Group dynamics should not be underestimated. Fly-in participants will spend a lot of time together outside of the research activities. If the chosen group does not share complimenting attributes and common interests, there is a risk that the overall experience could be unpleasant for all involved.
BEAM DELIVERED
Laser-precise project planning –
- Robust multi-factor vehicle ownership verifications, ID verification and background checking
- Accurate recording, storing and supply of travel-essential details
- Detailed requirements for each individual attending for risk assessment and insurance purposes, including diet, health, medical emergency contacts, travel and scheduling etc.
- Knowledge of provisions available to participants at every stage, location and time throughout the duration of the research
- Understanding, assessing and documenting risk to cover insurance requirements
Rigorous recruitment across several days allowing for effective scrutiny of participants including –
- Ease of obtaining the verification documentation matching the recruitment criteria
- Assessing participant characteristics for suitability for research methodology
- Ensuring the participants ability to align with the event and travel itinerary
- Evaluating the applicant’s commitment to complete the research in full
- Continually reviewing the participants deliverables beyond the project screener to ensure high-quality and engaged participants are recruited
Ensuring a positive experience for all involved in the research –
- Providing individual and thorough pre-event briefings and well-documented clear itineraries
- An experienced team leader accompanied the group, ensuring that travel, accommodation and entertainment ran smoothly, and managed group dynamics, ensuring a positive trip for all.
THE CONCLUSION
The project was completed to schedule, on budget and without error. All the participants completed the research in full, providing valuable insights, travel went without a hitch and the group enjoyed additional entertainment, which added to the overall experience.
This was possible due to extensive planning, exceptional customer service skills, significant experience of automotive research, and obsessive attention to detail.
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