See the Bigger Picture. Make Smarter Moves.
Sample Case Study
Launching an EV Brand in the UK
UK Consumer Segmentation in a Crowded World
This case study is fictional, however demonstrates the types of outcomes our research approach delivers for our wide range of clients
The Results
-
🔍 3 Key Segments Identified
62% of the brand's potential UK market captured through segmentation. -
💬 +45% Messaging Relevance
Messages tested showed a 45% lift in resonance with target audiences. -
🛒 Shopper Journey Mapped
5 key touchpoints identified, highlighting purchase barriers and conversion triggers. -
📍 Top Channels Uncovered
Retail parks 🏬 and digital platforms 💻 emerged as highest-impact channels. -
🧠 Persona Toolkit Delivered
Detailed profiles created for strategic targeting, activation, and brand storytelling. -
🚀 Go-to-Market Plan Supported
Insights directly fed into launch planning and media allocation.
What Made the Difference
A globally established car manufacturer with deep roots in Asia, aimed to enter the highly competitive UK automotive market. The challenge? Identifying which UK consumer segments offered the greatest potential for traction — and how best to position the brand in a mature market dominated by legacy players, EV upstarts, and a fragmented customer landscape.
With little brand awareness in the UK they needed a data-driven approach to understand:
-
Who their ideal UK consumers were
-
What motivated these consumers in a car purchase
-
Where the brand could differentiate in the market
-
How their offering compared to existing brands
Brand & Market Landscape Research
See the Bigger Picture. Make Smarter Moves.
Client: A Southeast Asian EV Brand
Sector: Automotive
Market: United Kingdom
Service Focus: Audience Targeting, Segmentation & Persona Development; Survey Design & Deployment; Market Landscape Research
The Challenge
A globally established car manufacturer with deep roots in Asia, aimed to enter the highly competitive UK automotive market. The challenge? Identifying which UK consumer segments offered the greatest potential for traction — and how best to position the brand in a mature market dominated by legacy players, EV upstarts, and a fragmented customer landscape.
With little brand awareness in the UK they needed a data-driven approach to understand:
-
Who their ideal UK consumers were
-
What motivated these consumers in a car purchase
-
Where the brand could differentiate in the market
-
How their offering compared to existing brands
Client: A Southeast Asian EV Brand
Sector: Automotive
Market: United Kingdom
Service Focus: Audience Targeting, Segmentation & Persona Development; Survey Design & Deployment; Market Landscape Research
The Challenge
A globally established car manufacturer with deep roots in Asia, aimed to enter the highly competitive UK automotive market. The challenge? Identifying which UK consumer segments offered the greatest potential for traction — and how best to position the brand in a mature market dominated by legacy players, EV upstarts, and a fragmented customer landscape.
With little brand awareness in the UK they needed a data-driven approach to understand:
-
Who their ideal UK consumers were
-
What motivated these consumers in a car purchase
-
Where the brand could differentiate in the market
-
How their offering compared to existing brands
The Challenge
A globally established car manufacturer with deep roots in Asia, aimed to enter the highly competitive UK automotive market. The challenge? Identifying which UK consumer segments offered the greatest potential for traction — and how best to position the brand in a mature market dominated by legacy players, EV upstarts, and a fragmented customer landscape.
With little brand awareness in the UK they needed a data-driven approach to understand:
-
Who their ideal UK consumers were
-
What motivated these consumers in a car purchase
-
Where the brand could differentiate in the market
-
How their offering compared to existing brands
Our Approach
We deployed a multi-phase consumer research programme, anchored by AI-supported surveys and segmentation frameworks, to guide strategic decision-making.
1. Survey Design & Deployment - more info
-
Custom-built survey using AI-assisted question design to reduce bias and improve response quality
-
2,000 nationally representative respondents across the UK, with boosted samples for Gen Z, young families, and eco-conscious drivers
-
GDPR-compliant, with real-time tracking and drop-off monitoring
2. Brand & Market Landscape Research - more info
-
Mapped current consumer perceptions across 12 major car brands, including EV and budget challengers
-
Assessed awareness, consideration, and sentiment for the brand (pre-launch)
-
Explored market gaps in sustainability, price accessibility, and smart tech
3. Audience Targeting & Segmentation - more info
-
Clustered UK drivers using behavioural, attitudinal, and lifestyle variables
-
Developed clear, human-centred personas with distinct media habits, price sensitivities, and decision drivers
-
Identified two high-priority segments for entry:
-
“Urban Economists” – value-conscious, city-based drivers focused on cost, size, and sustainability
-
“First-Time Switchers” – young professionals considering their first EV purchase, motivated by tech and environmental impact
-
4. Persona Development & Messaging Testing - more info
-
Built out full personas with motivations, barriers, brand relationships, and preferred channels
-
Tested early-stage messaging concepts and value propositions
-
Ran A/B testing on two campaign directions for clarity and resonance
What Made the Difference
A globally established car manufacturer with deep roots in Asia, aimed to enter the highly competitive UK automotive market. The challenge? Identifying which UK consumer segments offered the greatest potential for traction — and how best to position the brand in a mature market dominated by legacy players, EV upstarts, and a fragmented customer landscape.
With little brand awareness in the UK they needed a data-driven approach to understand:
-
Who their ideal UK consumers were
-
What motivated these consumers in a car purchase
-
Where the brand could differentiate in the market
-
How their offering compared to existing brands
Our Approach
We deployed a multi-phase consumer research programme, anchored by AI-supported surveys and segmentation frameworks, to guide strategic decision-making.
1. Survey Design & Deployment - more info
-
Custom-built survey using AI-assisted question design to reduce bias and improve response quality
-
2,000 nationally representative respondents across the UK, with boosted samples for Gen Z, young families, and eco-conscious drivers
-
GDPR-compliant, with real-time tracking and drop-off monitoring
2. Brand & Market Landscape Research - more info
-
Mapped current consumer perceptions across 12 major car brands, including EV and budget challengers
-
Assessed awareness, consideration, and sentiment for the brand (pre-launch)
-
Explored market gaps in sustainability, price accessibility, and smart tech
3. Audience Targeting & Segmentation - more info
-
Clustered UK drivers using behavioural, attitudinal, and lifestyle variables
-
Developed clear, human-centred personas with distinct media habits, price sensitivities, and decision drivers
-
Identified two high-priority segments for entry:
-
“Urban Economists” – value-conscious, city-based drivers focused on cost, size, and sustainability
-
“First-Time Switchers” – young professionals considering their first EV purchase, motivated by tech and environmental impact
-
4. Persona Development & Messaging Testing - more info
-
Built out full personas with motivations, barriers, brand relationships, and preferred channels
-
Tested early-stage messaging concepts and value propositions
-
Ran A/B testing on two campaign directions for clarity and resonance
What Made the Difference
A globally established car manufacturer with deep roots in Asia, aimed to enter the highly competitive UK automotive market. The challenge? Identifying which UK consumer segments offered the greatest potential for traction — and how best to position the brand in a mature market dominated by legacy players, EV upstarts, and a fragmented customer landscape.
With little brand awareness in the UK they needed a data-driven approach to understand:
-
Who their ideal UK consumers were
-
What motivated these consumers in a car purchase
-
Where the brand could differentiate in the market
-
How their offering compared to existing brands
The Results
-
🔍 3 Key Segments Identified
62% of the brand's potential UK market captured through segmentation. -
💬 +45% Messaging Relevance
Messages tested showed a 45% lift in resonance with target audiences. -
🛒 Shopper Journey Mapped
5 key touchpoints identified, highlighting purchase barriers and conversion triggers. -
📍 Top Channels Uncovered
Retail parks 🏬 and digital platforms 💻 emerged as highest-impact channels. -
🧠 Persona Toolkit Delivered
Detailed profiles created for strategic targeting, activation, and brand storytelling. -
🚀 Go-to-Market Plan Supported
Insights directly fed into launch planning and media allocation.
Our Approach
We deployed a multi-phase consumer research programme, anchored by AI-supported surveys and segmentation frameworks, to guide strategic decision-making.
1. Survey Design & Deployment - more info
-
Custom-built survey using AI-assisted question design to reduce bias and improve response quality
-
2,000 nationally representative respondents across the UK, with boosted samples for Gen Z, young families, and eco-conscious drivers
-
GDPR-compliant, with real-time tracking and drop-off monitoring
2. Brand & Market Landscape Research - more info
-
Mapped current consumer perceptions across 12 major car brands, including EV and budget challengers
-
Assessed awareness, consideration, and sentiment for the brand (pre-launch)
-
Explored market gaps in sustainability, price accessibility, and smart tech
3. Audience Targeting & Segmentation - more info
-
Clustered UK drivers using behavioural, attitudinal, and lifestyle variables
-
Developed clear, human-centred personas with distinct media habits, price sensitivities, and decision drivers
-
Identified two high-priority segments for entry:
-
“Urban Economists” – value-conscious, city-based drivers focused on cost, size, and sustainability
-
“First-Time Switchers” – young professionals considering their first EV purchase, motivated by tech and environmental impact
-
4. Persona Development & Messaging Testing - more info
-
Built out full personas with motivations, barriers, brand relationships, and preferred channels
-
Tested early-stage messaging concepts and value propositions
-
Ran A/B testing on two campaign directions for clarity and resonance
Case Study - Wuling
More targeting and consumer led advertisement messaging with actionable outcomes
Unlock a 360° view of your brand's position, category dynamics, and consumer perceptions - powered by AI-enhanced research tools
From AI-powered question optimisation to targeted deployment, we turn data collection into strategic advantage
Expertly designed surveys, seamlessly deployed to engage your target consumers wherever they are
Category & Competitor Mapping
Map the full competitive landscape to identify category leaders, fast-growing disruptors, and emerging challengers. See how your brand is positioned relative to others — and where the whitespace or saturation lies.
Brand Health Tracking
Track key brand metrics over time — including awareness, consideration, usage, loyalty, and emotional connection. Understand how your brand is evolving, what’s driving growth, and where risks may be emerging.
Consumer Perception Audits
Explore what consumers truly think and feel about your brand and competitors. Uncover the emotional and functional drivers behind affinity, preference, and rejection — helping you fine-tune positioning and messaging.
Trend & Culture Scanning
Track emerging shifts in values, behaviours, and expectations that are shaping your category. Stay ahead of evolving consumer needs — from sustainability to wellness to digital adoption.
Purchase Drivers & Barriers
Identify what matters most in the decision-making process — price, convenience, brand values, product features — and what’s stopping consumers from choosing you.
Segment-Specific Insights
Understand how brand perceptions and behaviours differ across segments — from lapsed users and loyal customers to Gen Z, families, or high-value audiences.
What We Offer
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contact@wonderix.co.uk
Tel. 07391 624063
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Wonderix has expertise across a host of different industries, non too big or too small. We want to work with you!
How It Works
We begin by understanding your business context: what you need to learn, why it matters, and how the insights will be used.
01 - Define & Objectives
We determine the best approach to get to the heart of the challenge — from surveys and segment profiling to cultural scanning, competitor mapping, or social listening. Often, we blend methods to give both breadth and depth.
02 - Insight Framework Design
We collect high-quality, targeted data through custom research and enrich it with third-party sources where needed to provide context and validation.
03 - Gather & Enrich Data
We analyse the data to reveal patterns, behaviours, and attitudinal drivers. AI-powered tools help surface hidden insights in open text or large data sets — while our team connects the dots across segments, markets, and time.
04 - Uncover Patterns & Themes
We turn data into narrative — highlighting what’s changing, why it matters, and what it means for your brand. Reports are structured to tell a story: from insight headlines to implications and activation ideas.
05 - Story Building
Every project concludes with clear, business-ready recommendations — whether that’s identifying high-potential audiences, refining your value proposition, reshaping your media mix, or unlocking whitespace for innovation.
06 - Deliver Strategic Guidance
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Menu
Home
Services
Industries
About Us
Get In Touch
AI+
contact@wonderix.co.uk
Tel. 07391 624063
Contact Us
Discover by industry
Personal Care
Retail
Travel & Hospitality
Luxury
Sport & Fitness
What our amazing clients would tell you
''They are a cutting-edge and outstanding web agency, but I believe what truly distinguishes Wonderix is it's people. They are approachable and brimming with expert knowledge.''
Emma Robinson - Vito Coffee
''The Wonderix team has a extensive understanding of the business and its goals. They really know our business and our products inside out .''
Christie Nalone - Suss Chocolate
''They contributed significantly beyond mere development. They focused on details, prioritised our interests, and advocated for leveraging data and insights to thoroughly evaluate success.''
Ben Humph -
Why Choose Us?
AI-Augmented Insights
AI helps us analyse survey data faster and smarter - surfacing key patterns so our experts can focus on the ''why'' behind the numbers.
Custom Research Frameworks
No templates. We build each survey around your specific goals - whether you're tracking brand health, profiling audiences, or testing ideas.
Lower Costs, Higher Efficiency
AI automation reduces manual work, improves speed, and cuts costs - allowing us to offer high-quality research at more competitive pricing
Sector Specific Expertise
We tailer each survey to your market context - ensuring questions, language, and insights reflect the realities of your consumers and category.
Data with Direction
Every insight leads to action. We connect survey findings directly to your business decisions - from brand strategy to innovation.
Why Choose Us?
AI-Augmented Insights
AI helps us analyse survey data faster and smarter — surfacing key patterns so our experts can focus on the "why" behind the numbers.
Custom Research Frameworks
No templates. We build each survey around your specific goals — whether you're tracking brand health, profiling audiences, or testing ideas.
Lower Costs, Higher Efficiency
AI automation reduces manual work, improves speed, and cuts costs - allowing us to offer high-quality research at more competitive pricing
Sector-Specific Expertise
We tailor each survey to your market context — ensuring questions, language, and insights reflect the realities of your consumers and category.
Data with Direction
Every insight leads to action. We connect survey findings directly to your business decisions — from brand strategy to innovation.
Explore AI+
Wonderix utilises AI+ across all of our services to ensure research, methodologies and samples are efficient, cost-effective, reduced risk and deliver robust actionable results
Explore AI+
Wonderix utilises AI+ across all of our services to ensure research, methodologies and samples are efficient, cost-effective, reduced risk and deliver robust actionable results
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