Exploring New Service Concepts for a Global Energy Brand
Project Type
Consumer Research
Industry
Energy / Automotive
Full case study available on request. Contact me
Overview
A global energy company sought to test their hypothesis and explore new service solutions that could potentially drive car lubricant sales. The challenge lies in Indonesia's post-warranty market dynamics. While the market is huge and price-sensitive, loyalty remains sticky. Consumers default to trusted mechanics and show minimal willingness to try new brands.
My Role
Research & Strategy Lead
I led the end-to-end consumer research, managing two other researchers. I directed the methodology, the fieldwork, and the concept testing, and owned the synthesis that landed on go/no-go recommendations to guide the client's investment decisions.
Overall Process
The study unfolded in four stages. Three extreme user interviews and car service shadowing captured behaviour at the edges. Four workshop visits with in-depth mechanic interviews uncovered their influence on product choice. Four triad focus groups with 12 Jakarta car owners stress-tested every concept against real consumer trust and habits. Weighed together, the evidence narrowed to the most viable directions for investment.
Deliverables
Eight service concepts evaluated, four viable directions recommended for further investment, and clear go/no-go advice that helped the client avoid costly builds on low-fit concepts.
Impact
8
Concepts evaluated
4
Viable directions recommended
4
Low-fit concepts dropped, saving build costs