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Cars.com Insights: Brands that successfully align themselves with the way consumers are shopping, as opposed to the traditional funnel, stand well positioned to drive deeper consideration, floor traffic and sales.

Over the course of three months (research conducted March – May 2013), Conifer conducted an in-depth ethnographic study to detail
the car shopping journey from start to finish. Conifer employed a variety of methods, including:
Dealership Observation + Intercepts
Participant Self-Documentation
Ethnographic Interviews + Tag Alongs
Co-design Sessions With Participants

The KBB Car Sharing Study seeks to understand the impact of Ride-sharing and Vehicle-sharing on vehicle ownership, future purchase intent and current and future transportation habits. The study objectives were to assess the awareness and use of Ride/Car Sharing services, to identify need states and occasions where car sharing services may be used as well as the impact on traditional transit options.