The Consumer

Journey:
Auto-Buyers
Influences & Mindsets along
the Path to Purchase
Storyforward
Table of
Contents
Storyforward

Executive summary .............................................................................................................. 3

Introduction .............................................................................................................................. 4
Methodology ............................................................................................................................. 5
Market overview ..................................................................................................................... 6
Journey model .......................................................................................................................... 7
The ecosystem of influence ............................................................................................. 11
Ready, set, drive ..................................................................................................................... 12

01 Open to Possibility ............................................................................................. 12

02 Decision to Change ........................................................................................... 12
Influencers and mindsets along the journey....................................................... 14
03 Evaluating ................................................................................................................. 14
04 Shopping: The Terrain ..................................................................................... 17
04 Shopping: The Car & The Deal ................................................................. 23
05 Experiencing ........................................................................................................... 27
Reach and engage consumers ....................................................................................... 30
Executive Summary
1. Consumers across markets experience five
distinct stages as they travel along the auto
path to purchase, and digital media plays
a critical role at each stage.
2. US consumers move through the path
with relative ease due to a long legacy of
home-grown industry knowledge. But many
consumers experience switchbacks to earlier
stages, based both on unique cultural and
infrastructural realities, as well as needs that
go unfulfilled by media and technology.
3. Most consumers establish their consideration
set by determining the best fit for their current
lifestyle. Marketers should leverage content
such as Top Ten Family Cars or Best City
Vehicles to help consumers establish their
early fits before they embark on heavier
eliminate-and-compare research.
4. Consumers seek ways to avoid switchbacks
to earlier stages of the journey through a
combination of authoritative content, expert
reviews, consumer opinions and local dealer
information across PCs, tablets and mobile
phones. Marketers should consider ways to
help consumers triangulate and store their
research to keep it accessible at home, at work
and on-the-go.
5. Consumers seek enrichment opportunities
where they can experience the car before they
get to the dealership. Rich media, video and
interactive gaming can bring the test drive
experience and feeling of driving the car alive
and foster more confidence before consumers
interact with dealers.
6. Consumers are more likely to purchase
from a dealer they like, but there are myriad
opportunities to enhance the dealership
experience through touch screen technology
and ongoing mobile communication.
7. Consumers who personalize their vehicle
post-purchase, via mobile apps and
communication technologies, are more likely
to become loyal advocates for the brand.
Marketers should leverage the window of
opportunity after a new purchase to encourage
consumers to fully integrate mobile and
in-car technologies.
8. While knowing where consumers go for
information is a critical part of media
planning, marketers who understand the
emotional or functional needs of consumers
at each stage in the journey will be better
able to develop effective messages across
media channels that build brands and enable
decision simplicity.
Introduction
When I first drove, the car was everything.
It meant freedom.
Female, US
F
rom famous movie stars leaping into
getaway cars to beloved childhood
cartoons that bring vehicles to life, the
iconic imagery of the automobile has been with
most of us since our earliest memories. Cars
evoke freedom, lifestyle, status and mobility.
And for many consumers, they represent one of
the biggest purchase decisions they make over
their lifetimes. But while our grandparents had
a finite and well-known set of influences when
purchasing a car, its a different story today.
The proliferation of digital channels is reshaping
the way consumers make purchase decisions;
they take more time, complete more research,
and travel through more points of influence than
ever before. As a result, consumers are faced
with an overabundance of information, while
marketers are also facing new challenges: how
to engage their audiences at the most relevant
points of influence.
At Microsoft Advertising, we believe
marketers can get closer to consumers in a
more meaningful way by gaining a deeper
understanding of consumer needs throughout
their journey, and how digital channels can
meet those needs.
For The Consumer Journey: Auto-Buyers
study, we partnered with Ipsos Media CT and
Iposo OTX to transform the traditional sales
funnel into a consumer-centric model, one
where consumer behavior and need-states
drive marketer opportunities and solutions.
The Consumer Journey: Auto-Buyers
addresses the following questions:
How do consumers travel along the path
to purchase?
What points of influenceincluding media,
activities and other peopledo consumers
encounter when researching cars?
How are local markets unique? How can
manufacturers in emerging markets such
as Brazil and India start to create brand
equity with a large and influential emerging
middle class?
What types of interactions trigger specific
outcomes, such as making a purchase, sharing
recommendations or experiences with a friend,
going to the dealership or changing long-term
associations with brands?
What emotions and consumer need-states
are involved when people are considering car
brands, researching, searching or discussing
autos with their friends and family?
Where are the gaps in the journey? At what
points do consumers need help, and what are
the opportunities for specific platforms to assist
in making the process smoother?
METHODOLOGY
Quantitative and qualitative:
Brazil, India, UK & US

M
icrosoft Advertising partnered with For the quantitative segment, we built a
Ipsos Media CT and Iposo OTX over questionnaire for a panel of 1,000 consumers in
a five-month period from February each market (Brazil, India, UK, US)* where we
to June 2012, leveraging both quantitative mapped the influences, triggers and emotions at
and qualitative methodologies to uncover the each step along the path to purchase. This enabled
influences, behavioral themes and mindsets of us to draw out the influencers and milestones, and
consumers as they make buying decisions for subsequently quantify the channels, people and
economy and mid-size cars. brand experiences along the journey in order to
identify successful connection points, as well as
The first stage consisted of qualitative and gaps where opportunities for interaction between
consumer-led discussions, where we sought to marketers and consumers could be improved.
understand each individual purchase journey,
while exploring influences in terms of people,
place, content, media and devices. With 12-16 in-
depth interviews in each countryBrazil, India,
the UK and the USwe uncovered the patterns
of decision-making with a unique emphasis
on emotions, behaviors and triggers for action
throughout the path to purchase. We followed up
with consumer online diaries, where we tracked
and validated behavior over the following month.

* Quantitative Sample = 1002 (Brazil), 1022 (India), 761 (UK), 1106 (US); +/- 3.10% (Brazil),
3.07% (India), 3.55% (UK), 2.95%(US) at the 95% confidence level.
Market
overview
Brazil, India, US & UK

I saved from my first job in a fish and chip shop to

buy my first carand was very proud of myself!
Female, UK

M
ore than 60 million passenger cars
will be produced in 2012, according to
the International Association of Auto
Manufacturersthats 165,000 new cars on the
market every day. And much of that growth is
driven through emerging markets.
In Brazil, where business is thriving and
the emerging middle class is acquiring new
consumption patterns, the automotive industry
has beaten its forecast for five years running.*
But we found that overall cost considerations,
including fuel consumption, availability of parts
and ease of maintenance are all still significant
factors in choosing a car. The feeling or
experience of driving was also critically important
to the consumers we spoke to, more so than the
image the car projects.
India, where local sales are up 7% this year**,
is reaching the very first stages of mass
motorization. For middle class consumers, we
found that image is importantand so is the
feeling of driving the right car. As one consumer
put it, cars define you in the same way that
technology does. Perhaps not surprisingly in
a market where the tech industry is booming,
the desire for new and better features is more
predominant in India than in other markets
(39% vs. a global average of 33%).
The United States and the United Kingdom,
where markets are more saturated, offer a
compelling contrast. The homegrown US
automotive industry carries a long brand lineage,
and average consumers have bought and owned
cars for several generations. Throughout US
history, commercial content and American
literature have associated cars with freedom,
rugged individuality and the myriad options
available on the open road (Whither goest thou,
America, in thy shiny car in the night? Jack
Kerouac, On the Road).
Despite a reduction in car manufacturing in the
UK, commercial auto imagery is still associated
with classic, urbane stylethink James Bond
and often drenched in sex appeal. But petrol and
tariffs are high, and the UK consumers we spoke
to tended to take a slightly more hesitant path to
purchase as a result.

* Brazils Record Car Sales to Continue, The Rio News, January 2012
** India Car Sales Rise 6.7%, The Wall Street Journal, August 2012
JOURNEY MODEL
The right fit for where you are now

C
ars are a major purchase for most
consumers and demand a rational
decision-making process, but we often
underplay the emotional factors that persist
throughout the journey. In established markets
in particular, people start out with pre-conceived
ideas and brand preferences that are difficult to
change. But consumers still feel pressure to work
out what they want and how they approach the
buying process.
The Consumer Journey: Auto-Buyers research
reveals five key stages on the path to purchase.
The first three stages build clarity, and the last two
build confidence. Both the clarity and confidence
need-states have a dynamic range that varies by
country, from clarity to confusion, and then from
confidence to uncertainty.

Each stage contains at least one phase that is specific to the automotive category, described overleaf.
JOURNEY MODEL
The right fit for where you are now

OPEN TO POSSIBILITY
When I first
Current state
drove, the car
From what our parents drove and what weve was everything.
owned in the past, to the influence of glossy
advertising campaigns, cars are everywhere It meant
and every encounter we have with them shapes freedom.
our perceptions. Some consumers, especially Female, US
in developed markets such as the US and UK,
have established solid brand preferences over
the course of their lives, which help them move
through their auto-buying journey faster and
with more certainty. Other individuals may
approach car buying in a more open way.
This openness, however, can often prolong
the process.

DECISION TO CHANGE
Motivation
Over time, a consumers new car becomes his
current car. Some purchases are driven by the
age of the car, while for some, the motivation
to purchase a new car is linked to a life-change:
the birth of a child, a new job in a new city or
the freedom of becoming an empty nester. Very
occasionally the motivation may be the strong
desire for a specific cara desire that can be
driven purely through advertising.
JOURNEY MODEL
The right fit for where you are now

EVALUATING
Worldview
In the Worldview phase, there are generally four steps that the
consumer has to work through: confirming if he or she is going
to buy a new car, working out what he or she wants from a new
car, determining how he or she is going to make the decision, and
establishing a level of brands or models. Those with solid brand
preferences or past experience get through this stage quickly and
easily, but most consumers have trouble with some, or all, of these
steps. In some cases, it may be difficult for the consumer to work
out how to get the information needed to move on to the next stage.

I use the Internet for all kinds

of information online.
Male, Brazil

SHOPPING
 e Shopping or In-store stage happens in a
Th
unique manner for car buying. Most of the
eliminate-and-compare activity that consumers
naturally exhibit when researching purchases
happens online, well before people make it to
the dealership. Three phases make up this stage
for auto buyers.
The Terrain
In The Terrain phase, consumers commit to
buying a new car. Their consideration set is
based on experience, trusted recommendations,
advertising and some light research. Some
makes and models will not be the right fit and
consumers will eliminate these quickly. After
a bit more light exploration, theyre down to
a smaller group. At this point, the real work
begins: a compare-and-contrast task based on
more detailed specs, reviews, seeing the vehicle
in person, andfor a fewan early test drive.
The Car
At this point, consumers are focused on the
one. Theyve narrowed the choice down to a
car, specification and options. For some,
The Car phase comprises planning negotiation
tactics and knowing where to compromise.
Others are determined to hunt down the one
ideal car at exactly the right price.
The Deal
Ideally, the consumer wants to go to the
dealer to buy a specific car, armed with
all the facts that he or she
needs to get the best price
possible. He or she will
want to meet his or her
objectiveand then get
out as fast as he or she can.
JOURNEY MODEL
The right fit for where you are now

EXPERIENCING
Ownership
The final stage of the consumer journey is focused on the car, how
it performs and how others react to it. More than ever, consumers
personalize their vehicles through technology, and often discover
unexpected features that can drive their advocacy, such as integration
with their smartphones via apps and other technologies. This is where
consumers not only determine their personal satisfaction with the
vehicle, but also seek out external post-purchase validation
through reviews, friends, family and even media.

Clarity & Confidence

The following figures (clarity, then confidence) are derived from market-level index
data, where 100 is average.

The Car &

Country Worldview Eliminate Compare Ownership
The Deal

Clarity/Confidence

Brazil 92/92 109/93 93/99 100/102 104/112

India 86/90 105/95 104/102 103/102 102/108

UK 90/91 88/92 98/99 102/99 119/116

US 80/80 99/94 96/91 114/120 109/113

The ecosystem
of influence
People, media and activities

Aspirational

If Im honest, Key

Effectiveness/impact

Im driven and
of influence

People

influenced by
Functional

Emotional
Media

media more than

Activities

Size: degree
of influence

Id like to admit. Location :

Alignmentw ith segment (closer to
Female, UK edge = more specific)

Informational

At each part of the journey described above, we highlight the influencers at play, as well
as the consumer mindset.
Effectiveness
The outer-ring of the bubble shows the degree
to which an influence has a lot of influence vs.
a little influence at this stage (more complete
= more effective). The size of the bubble is
determined by the following data:
70% and above = more coverage from outer ring
55-70% = middle-weight coverage from outer ring
<55% = smallest coverage from outer ring
Specificity
How closely aligned an influence is with the
specific role in which it is placed (closer to
edge = more specific).
Frequency
This is the degree to which an influence
is sought (larger = more used).
48% and above = largest circle
32-48% = mid-sized circle
<32% = smallest circle
Function of influence
Placement of the bubble and its relationship
with other bubbles within the segment shows
the role the influence is primarily serving.
Consumer need-states
Comprehension: Making sense of the
information I have to help me make a
smart decision.
Projection: Thinking about what might
work and how the car would fit my lifestyle.
Visualization: Imagining or dreaming
about what I want.
Discovery: Getting ideas to help me
figure out what fits.
Enrichment: Going deeper and learning
more about the cars Im considering.
Confidence: Being certain that I have
what I need to make the right decision.
Validation: Getting evidence and support
that confirms my thinking.
Investigation: Getting very specific
information that fills knowledge gaps.
READY, SET, DRIVE
01 OPEN TO POSSIBILITY
02 DECISION TO CHANGE

CURRENT STATE & MOTIVATION

I
n the US, consumers generally begin their
journey with more clarity than people in
other markets. Assessing what they want
and what else is available is relatively quick
and painless. American consumers are used to
eliminating the cars that dont feel right before
they begin comparing and contrasting a shortlist.
They are subsequently able to focus on a narrow
consideration set and hunt down the best car
for them.

Cars to me are more than transportation. They define you as person.

Male, US

Where they begin

We asked our consumers how they would rate their levels of knowledge, interest and
understanding at the very start of the journey. Heres how they compare:

KNOWLEDGE* INTEREST* CONFIDENCE*

29% 40% 35%

34% 40% 60%

48% 55% 50%

36% 54% 47%

* top 2 box
READY, SET, DRIVE
01 OPEN TO POSSIBILITY
02 DECISION TO CHANGE

Purchase Considerations

I
n other countries, personal factors (i.e. A consumers current state and motivation drive
increase in wealth, changing family dynamic, the first two stages of the journey, and these tend
change in commute, etc.) tend to weigh more to be very specific to an individuals circumstance.
heavily on the decision-making process than As a result, well focus on influences during the
in the US. This comparative lack of extraneous Evaluating, Shopping and Experiencing stages.
concerns is another contributor to the smoother
consumer journey we see in the US relative to the
other countries examined.

IN BRAZIL AND INDIA, ALMOST EVERYTHING IS TAKEN INTO CONSIDERATION

Fuel efficiency 85% 91% 89% 85%

Safety 82% 91% 89% 85%

Price/payment 83% 90% 88% 80%

Performance 76% 87% 84% 84%

Warranty 76% 87% 83% 81%

Body/style 72% 74% 81% 77%

Brand 61% 75% 75% 75%

Specific models/options 59% 69% 70% 73%

Innovation & tech 47% 75% 57% 73%

Green/environment 39% 66% 40% 68%

Stereo equipment 41% 53% 50% 62%

Location of dealer 44% 56% 42% 60%

GPS/navigation 31% 53% 39% 58%

Hybrid technology 26% 62% 32% 63%

Hands-free mobile tech 30% 43% 39% 55%

Voice command tech 19% 41% 26% 43%

Av. number of factors
considered important 8.7 11.1 9.8 11.2

...Whereas in the US and the UK, auto-buyers focus on fewer factors

INFLUENCERS AND
MINDSETS ALONG
THE JOURNEY
03 Evaluating

WorldviewHow consumers navigate the journey

Consumers in the Worldview phase make four key decisions:

1. They confirm that they are going to buy a new car.

2. They determine what they want from a new car.
3. They decide how theyre going to make their decision.
4. They establish a base consideration set of brands and models.

T
his early stage is critical for automobile
marketers. For consumers, anticipation is
the dominant emotion here, although its
often tinged with some regret at the passing of
their current car and, in some markets, anxiety
about how to make the best possible choice.
In the UK, deciding between a new or used car
is a common and often complex decision.
And even once committed to a new car, some
consumers dont know exactly what they want
from it. Different emotional and functional need-
states are fulfilled through car comparison and
review sites, with close family members such
as partners and parents also providing input.
The influencers are slightly more diffuse than
in other markets, however.
In the US, clarity and confidence are at their
lowest in the Worldview phase; they both index at
80, which is below average. Clarity and confidence
will eventually grow to 113 and 120 respectively
at the moment before purchase. But compared
to the UK and other markets, US consumers
typically require only a quick assessment of what
else might be out there, particularly if they are
seeking out a new category of car thats
less familiar to them. US auto-buyers are
predominantly looking for enrichment,
confidence and investigation.
Brazilian consumers approach the Evaluating
stage quite differently as there is mistrust of media
sources and less knowledge of the auto market
in general, mostly due to a lack of strong brand
legacy. As a result, many Brazilian consumers
cycle through a vortex of doubt as they turn
to many different sources to try to make up
their minds. Partners inspire confidence here,
while cars on the street and seen at work provide
aspirational guidance.
For an Indian consumer, family acceptance of the
proposed purchase is key, so the Worldview phase
is focused on convincing friends and family what
type of car should be pursued. First, a consumer
must identify the purchase that seems to fulfill
their needs; then use the same logic to persuade
the family and get buy-in before moving forward.
Indian consumers are already turning to media
sources here to provide evidence.
INFLUENCERS AND
MINDSETS ALONG
THE JOURNEY
03 Evaluating

Aspirational Needs and opportunities

How consumers navigate the journey

Projection Discovery and

Partner Current state Enrichment
Dad Served via partner and to a Current state
lesser extent, friends and travel Served via print and web
Needs & Opportunities autos content, particularly
Functional

Emotional

Car review sites

Autos Portable lifestyle-related autos consumer opinions
Car
comparison content: most fuel efficient Needs & Opportunities
sites
Opinions
small hatchbacks Video from experts to build
Car Car review Video: help auto-buyers confidence that consumer
comparison sites sites experience the car, engaging opinions alone cannot provide
Opinions
them with sight, sound Early fit and experience
Car review sites and motion comparison: more general,
softer version of an
Eliminate opportunity

Informational

Projection
Current state
Served via partner, and to a
lesser extent, Mom, search
(deals), and travel
Needs & Opportunities
Portable autos content:
most fuel efficient small
sedans, safe family cars, etc.
distributed across network,
including lifestyle
Video: help auto-buyers
experience the car, engaging
them with sight, sound
and motion
Enrichment
Current state
Currently served via autos
and dealer sites, and to a lesser
extent, friends and some TV
Needs & Opportunities
Expert opinions (text or
video): bridges enrichment
and boosts confidence
Early fit and experience
comparison: more general,
softer version of an
Eliminate opportunity
INFLUENCERS AND
MINDSETS ALONG
THE JOURNEY
03 Evaluating
Needs and opportunities
How consumers navigate the journey
Discovery & Projection
Current state
Discovery not served
Projection served traveling
to work
Needs & Opportunities
Portable autos content:
most fuel efficient small
sedans, safe family cars, etc.
distributed across network,
including lifestyle
Video: help auto-buyers
experience the car, engaging
them with sight, sound
and motion
Discovery & Projection
Current state
Discovery not served
Projection not served
Needs & Opportunities
Portable autos content: most
fuel efficient small sedans, safe
family cars, etc.distributed
across network, including
lifestyle and family needs
Video: help auto-buyers
experience the car, engaging
them with sight, sound
and motion
Enrichment
Current state
Served via autos and dealer
sites, friends and to a lesser
extent, TV
Needs & Opportunities
Expert opinions (text or video):
bridges enrichment and boosts
confidence
Early fit and experience
comparison: general, softer
version of an Eliminate
opportunity
Enrichment
Current state
Served via autos and
dealer sites
Needs & Opportunities
Expert opinions (text or video):
bridges enrichment and
boosts confidence
Early fit and experience
comparison: general,
softer version of an
Eliminate opportunity
influencers and
mindsets along
the journey
04 shopping: the terrain
As consumers move into the active Shopping stage, they travel through three
distinct phases: The Terrain, The Car & The Deal.
The Terrain: Eliminate
T
he Terrain consists of two steps: a deeper
analysis that starts with elimination of
any car that doesnt fit, which is followed
by a rigorous comparison of those that make
it through.
In the UK, eliminate and compare behaviors
exist, but they are often combined, and happen
in a more haphazard way. We call this The Fog
of Consideration. No single source of influence
stands out here, but car review and comparison
sites, manufacturer sites and dealer sites help
often found through search engines. There is great
potential in the UK for consumers to switch
back to their earlier Worldview.
In the US, this step is where an assessment of
fit is madean emotionally-led route where
consumers discard the cars that really wont
work for them. This is a fairly clean, straight-
forward process.
For Brazilians, this step tends to happen in
combination with comparison behavior, making
it a painful part of the consumer journey, and
sometimes causing a vortex of doubt that can
reset the consumers Worldview, and set them
back an entire stage.
Indian consumers, however, often rely on family
to help them eliminate options; this trust in the
opinions of others helps them move through this
phase relatively smoothly.
influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Eliminate
Needs and opportunities
How consumers navigate the journey
Projection &
Comprehension
Current state
Served via partner and work
Needs & Opportunities
Virtual test drives, video
and 360 degree views: Must
be prominently positioned
to encourage and facilitate
Eliminate behavior before
Compare begins
Projection
Current state
Served via partner, as well as
some travel, work
Needs & Opportunities
Virtual test drives and
360 degree viewsmakes
eliminating options by how
well they fit, relatively hassle-
free and accelerates this stage
of the Journey
Video
Cross-category opportunities,
especially in Travel content
Enrichment
Current state
Served via cars in street, travel,
print and review sites
Needs & Opportunities
General fit and experience
comparison: incorporating
factors of lifestyle, life stage
perhaps with game elements
Comparison that gets local:
prominently connect fit and
experience elements to local
dealers, influencing later stages
Again, a key benefit to
consumers is in disentangling
Eliminate and Compare,
making their path smoother
Enrichment
Current state
Served via autos sites,
primarily comparison
Needs & Opportunities
General fit and experience
comparison: incorporating
factors of lifestyle, life stage
perhaps using game elements
Localized comparison:
prominently connect fit and
experience elements to local
dealers, influencing later stages
influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Eliminate
Needs and opportunities
How consumers navigate the journey
Projection
Current state
Served via travel
Needs & Opportunities
Virtual test drives and
360 degree viewsmakes
eliminating options by how well
they fit relatively hassle-free
and accelerates this stage of
the Journey
Video
Cross-category opportunities,
especially in Travel content
Projection
Current state
Not served
Needs & Opportunities
Virtual test drives and
360 degree viewsmakes
eliminating options by how well
they fit, relatively hassle-free
and accelerates this stage of
the Journey
Video
Cross-category opportunities,
especially in Travel content
Enrichment
Current state
Served via autos sites,
primarily comparison
Needs & Opportunities
General fit and experience
comparison: incorporating
factors of lifestyle, life stage
perhaps using gaming elements
Localized comparison:
prominently connect fit and
experience elements to local
dealers, helping influence
hunt and deal, and making
the path smoother
Enrichment
Current state
Served via autos sites,
primarily comparison
Needs & Opportunities
General fit and experience
comparison: incorporating
factors of lifestyle, life stage
perhaps using gaming elements
Localized comparison:
prominently connect fit and
experience elements to local
dealers, helping influence
hunt and deal, and making
the path smoother
influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Compare
I
n the Compare step, the real work begins:
comparing the options. This is a compare-
and-contrast task based on more detailed
auto specs, consumer and expert reviews, the
experience of seeing the vehicle in person,
andfor a fewa test drive. But confidence
dips slightly as a result of diving deep into so
many choices.
UK consumers are still enmeshed in The Fog of
Consideration at this point and risk backtracking
to earlier stages if they dont start to build
enrichment and confidence. As consumers start
feeling more organized, however, inspiration and
confidence starts to build.
In the US, consumers compare detailed specs
for all models in their consideration set. This is
more serious, fact-based research, as we see from
the influencers clustered at functional side of the
ecosystem. There can be a slight dip in emotions
and mindset here; as the search becomes more
intense and detailed, people are searching for a
right answer.
What car will
fit me best?
Clarity and confidence is no higher here than
in previous stagesnot until they come to a
decision, at least. Consumers want a detailed
understanding of the cars they are comparing,
adding to their knowledge and ultimately building
the confidence to make the final decision.
In Brazil, there is a marked contrast with the
US: influencers are still clustered on the more
emotional side of the ecosystem. As with the
Eliminate step, a lack of trust, knowledge and
authority add to the vortex of doubt. Most
consumers have no choice but to compare a larger
number of options at a detailed level without first
filtering them down to a manageable list.
The opinions of family members guide Indian
consumers through the onset of confusion,
and this support continues into test drives. Its
common to drive four to five carsand to do
so with family. Theres plenty of information to
consume too, including content from car review,
comparison and manufacturer sites.
influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Compare
Needs and opportunities
How consumers navigate the journey
Discovery
Current state
Served via travel and cars
in street
Needs & Opportunities
This behavior should really be
pushed earlier in the Journey.
By encouraging Eliminate
behavior, the confusion that
new discovery causes at this
stage can be removed
Enrichment &
Confidence
Current state
Overlaps between the two roles
Served with expert reviews,
manufacturer and dealer sites
pulling toward enrichment
Buyer and partner opinions
pull toward confidence
Enrichment &
Confidence
Current state
Served via partner, friends and
review sites
Needs & Opportunities
Focus on communication: as
people make comparisons they
want to reach out to the people
they know and trust
Goal is reaching confidence,
hence important to link their
enrichment information to
thoughts of family and friends
Consumer reviews need
triangulationor approval
by inner circle
Needs & Opportunities
Localized comparison:
prominently connect fit and
experience elements to local
dealers, helping influence
hunt and deal, and making
the path smoother
A focus on communication: as
people make comparisons, they
want to reach out to the people
they know and trust
The goal is reaching confidence:
its important to link their
enrichment information to
thoughts of family and friends
Consumer reviews need
triangulationor approval
by inner circle
influencers and
mindsets along
the journey
04 shopping: the terrain
The Terrain: Compare
Needs and opportunities
How consumers navigate the journey
Projection
Current state
Served via travel
Needs & Opportunities
Virtual test drives and
360 degree viewsmakes
eliminating options by how well
they fit relatively hassle-free
and accelerates this stage of
the Journey
Video
Cross-category opportunities,
especially in Travel content
Projection
Current state
Served via Dad
Needs & Opportunities
Virtual test drives and
360 degree viewsmakes
eliminating options by how well
they fit, relatively hassle-free
and accelerates this stage of
the Journey
Video
Cross-category opportunities,
especially in Travel content
Enrichment
Current state
Served via autos sites,
primarily comparison
Needs & Opportunities
Triangulate authoritative
information with
customer reviews
Enrichment
Current state
Not served
Needs & Opportunities
General fit and experience
comparison: incorporating
factors of lifestyle, life stage
perhaps using gaming elements
Localized comparison:
prominently connect fit and
experience elements to local
dealers, helping influence
hunt and deal, and making
the path smoother
influencers and
mindsets along
the journey
04 shopping: The car & The deal
The Car & The Deal
B
y the time they reach the midway point
of the Shopping stage, auto-buyers have
finally zeroed in on the one. They
know the specs and options they wantand
how much theyre willing to pay for them.
For some consumers, this stage is focused
on planning negotiation tactics and knowing
where to give in. For others, its about finding
a specific car at exactly the right price and
hunting it down remorselessly.
Once consumers in the UK have finished
their comparison work, they take one last look
before they leaptheres a pause to reflect on
the purchase and plan the negotiation phase.
Confidence is rising and relief starts to kick in.
For US auto-buyers, confidence and clarity are
at an all-time high at this point. But maintaining
confidence in their decision is key. Consumers
seek the final details they need to achieve full
understanding of what they are getting into, as
they think about how the car will fit into their
daily lives.
In Brazil, however, the Shopping stage is yet
another where consumers dont have all the pieces
they need to feel good about their decision. A
Brazilian auto-buyer can become focused on one
particular make and model, but if it doesnt feel
right, hes pushed back several stages, to the messy
process again. But if a consumer successfully
settles into this phase, confidence starts to build,
with commitment (at least partially) to a car.
Six out of ten consumers in Brazil will revert to
earlier stage behavior here.
With test drives complete, consumers in India
need confirmation from their families that their
intended decision is the right one. Again, its
a matter of keeping up the confidence in their
preferred car, while seeking to get a better sense of
it and understanding all the options. As in Brazil,
six out of ten Indian consumers will revert to the
Compare and Eliminate steps here.
influencers and
mindsets along
the journey
04 shopping: The car & The deal
Needs and opportunities
How consumers navigate the journey
Projection
Current state
Served via partner
Needs & Opportunities
Lending Tree for cars/sharing
data with dealers to reach out
with deals
Link between MSN Autos and
MSN Money content
Location-based links to dealers,
combined with easy lifestyle
data-sharing
Price comparisons and deal
location via smartphone
barcode scan
Projection &
Comprehension
Current state
Not served
Needs & Opportunities
Lending Tree for cars/sharing
data with dealers so they can
reach out with deals: exists but
is not well known
Confidence
Current state
Not served
Needs & Opportunities
Local reviews of dealers
to build confidence going
into deal
Maintain confidence in the car
throughout deal and delivery
via communication of features
and driver testimony
Interesting partnership
opportunitiesand great link
between MSN Autos and MSN
Money content
Location-based links to dealers,
combined with easy data
sharing (less personal data,
more needs/lifestyle/fit data)
Price comparison and deal
location via smartphone
barcode scan
influencers and
mindsets along
the journey
04 shopping: The car & The deal

Needs and opportunities

How consumers navigate the journey

Projection & Needs & Opportunities

Comprehension Authoritative content from car
Current state experts would better serve the
comprehension need-state
Served only by car review sites

Projection & Interesting partnership

Comprehension
Current state
Not served
Needs & Opportunities
Lending Tree for cars/sharing
data with dealers so they can
reach out with deals: exists but
is not well known
opportunitiesand great
link between Autos and
Money content
Location-based links to dealers,
combined with easy data
sharing (less personal data,
more needs/lifestyle/fit data)
Price comparisons and deal
location via smartphone
barcode scan
influencers and
mindsets along
the journey
04 shopping: The car & The deal

DealERS

M
ost consumers go to the dealer with the When it comes to the actual purchase, consumers
intention of buying a specific car, armed tend to buy from dealers they like. Our research
with all the facts they need to get to the showed that 49% of purchasers globally liked the
best price possibleand then get out as fast as dealer they bought from a lot. Consumers who
they can. They typically begin relying on mobile are less confident generally are less positive about
technology to locate dealerships and get on-the- dealers overall.
fly information. Once there, consumers may be
lucky enough to have a favored and friendly
dealer; otherwise the dealership experience is
somewhere between a game and a battle.

On a scale of 1-5 with 5 as liked a lot, how did you like the dealer you bought from
compared to other dealers?
120

100

80
1

2
60
3

4
40
5

20

Dealer Bought From Other Dealers

My smartphone is my rock, my life.

Its portable and discreet.
Female, US
influencers and
mindsets along
the journey
05 experiencing

Ownership

A
t an average of just over five months into
the journey globally, consumers have their
vehicle. Now, the focus is on the car: how
it performs and how others react to it. Consumers
personalize cars just as they would a new mobile
phone. Theres a period of discovery, where
people explore unexpected features. Typically, the
honeymoon period isnt long-lasting, though. The
amount of ongoing dealer contact and warranty
activity required by consumers helps validate their
decisionor fill them with regret.
In the UK, new owners try to work out how to
make the most of their purchase, and this often
results in quick checks against review sites to
make sure they got the best deal on the ideal
car. Theyll also seek the opinion and judge the
reaction of their partner.
From filtering through unhelpful information to
securing the financing, navigating the journey for
Brazilians is not easy. At this point, consumers
tend to feel relief that the process is over. Most
cant help making a few checks though, just to
be sure they made the right choice. They are still
seeking to understand the car better, but this time,
they only have one vehicle to research
and explore.
Car-buyers in India tend to expect an easy post-
purchase relationship with the dealer, but this
phase is primarily about the family reconfirming
the choice and fully experiencing the new car.
Consumers will subsequently get comfortable
with the technical elements and show off their
new purchase on their social networks.

US auto-buyers tend to swing back over to the

emotion side of the ecosystem. Clear, confident,
relieved and proud of their decision, they tend to
trust the way they made the decision and the end
result. They might even love their new purchase
so much that they give their new car a name.
influencers and
mindsets along
the journey
05 experiencing

Needs and opportunities

How consumers navigate the journey

Projection
Current state
Not served
Needs & Opportunities
Later ownership stage to be
served through portable autos
content and videoas covered
in Worldview stage
Comprehension
Needs & Opportunities
Facilitate contact between
manufacturer and consumer
Encourage driver testimony
to validate choices and inspire
usage of newly purchased car
Confidence
Current state
Not served
Validation & Advocacy
Needs & Opportunities
Encourage greater linkage
between validation
and advocacy
Reviews easily linked or co-
published on social networks
More sharing of decision
process (e.g. Pinterest for cars)

Projection
Current state
Served only via partner
Needs & Opportunities
Later ownership stage to be
served through portable autos
content and video
Comprehension
Current state
Not served
Needs & Opportunities
Facilitate contact between
manufacturer and consumer
Validation
Needs & Opportunities
Encourage greater linkage
between validation
and advocacy
Enable reviews on MSN Autos
to be easily linked or co-
published on social networks
Allow for greater sharing of
decision process (e.g. Pinterest
for cars)
influencers and
mindsets along
the journey
05 experiencing
Needs and opportunities
How consumers navigate the journey
Projection
Current state
Served via dealer sites
Needs & Opportunities
Show how the new purchase fits
into his/her life via customized
mobile content
Projection
Current state
Only served via partner
Needs & Opportunities
Later ownership stage to be
served through portable autos
content and video
Comprehension
Current state
Not served
Needs & Opportunities
Facilitate contact between
manufacturer and consumer
Validation (& Advocacy)
Needs & Opportunities
Encourage greater linkage
between popular validation and
less common advocacy
Enable reviews on MSN Autos
to be easily linked or co-
published on social networks
Allow for greater sharing of
decision process (e.g. Pinterest
for cars)
Validation (& Advocacy)
Needs & Opportunities
Encourage greater linkage
between popular validation and
less common advocacy
Enable reviews to be easily
linked or co-published on
social networks
Allow for greater sharing of
decision process (e.g. Pinterest
for cars)
Reach and engage
consumers at
every step
HOW MICROSOFT advertising CAN HELP

At Microsoft, were developing new ways to bring marketers and consumers closer
together along the path to purchase. Heres just one example:

T DECISION TO CHANGE
he study The Consumer Journey: Auto-
Buyers demonstrates that marketers no
longer have a captive audience reached
through a select few points of influence. As a Motivation
result, its difficult to know and understand where Consumers are usually motivated to make a
you should invest marketing dollars along the change because of personal circumstances. But
path to purchase for optimal impact. some consumers admit they simply buy a new
car because they want one. Microsoft enables
Both consumers and marketers find themselves consumers to investigate something that catches
in a challenging new environment, where too their eye, without doing any hard work, via
many choices and complexity can often obfuscate Kinects integration with Bing.
the right solution or purchase decision at any
given time. But knowing how to harness digital EVALUATING
channels can help start to close that divide,
reaching and inspiring consumers at the right
place and time, clarifying their choices and Worldview
enabling easier decision-making. In the Evaluating stage, the Worldview phase
provides consumers with a route into their early
research using lifestyle content. MSN Autos in
OPEN TO POSSIBILITY the USwith 5.5 million unique usersprovides
top ten lists and other helpful ways to start
Current state researching in a way that helps establish early fit.
While consumer brand associations run deep in
the US and UK, theyre more open in emerging
markets. Xbox LIVE drives high brand lift when
consumers are paying attention in a lean-forward
gaming environment. Ad effectiveness research
on more than 20 campaigns shows double-digit
lifts across key brand metrics (Microsoft Internal,
2012). And in fact, in the Consumer Journey:
Auto-Buyers study, 30% of consumers in the
US and UK said they would be interested in
experiencing a test drive through a
gaming environment.
Reach and engage
consumers at
every step
HOW MICROSOFT advertising CAN HELP

SHOPPING
The Terrain
As consumers begin the heavy job of eliminating
and comparing options, MSN Autos provides a
single location for reviews, professional ratings
and compelling video, bringing to life a consumers
consideration set.
EXPERIENCING
Ownership
Windows 8 apps on Microsofts new Surface
tablet are an ideal way for consumers to continue
interaction with the car manufacturer throughout
the ownership process. Now, the brand becomes an
information sourceand helps drive validation.

The Car
The easy integration of MSN Autos and
MSN Money makes it easy for consumers to
feel confident before entering negotiations with
the dealerships.

The Deal
Local dealership listings on the MSN Autos mobile
app enable consumers to leave a dealership they
dont like, and easily find one nearby that they do.
About Microsoft
Advertising
Global Insights
& Analytics

Natasha Hritzuk Kelly Jones

Senior Director of Global Insights Head of Marketing Insights
natashah@microsoft.com kellyjon@microsoft.com
New York, NY New York, NY

W
hile many tech and media companies conduct market research that
describes what consumers are doing, the Microsoft Advertising
Global Insights & Analytics team believes innovation stems from
getting at the why. As a result, we go beyond behavior to focus on why consumers
do what they dowhether thats choosing one brand over another, or exhibiting
a preference for a specific platform. Our goal is to create more robust, insights-
driven narratives that put a human face on our audience, making it easier for
customers to tell creative, relevant and connected stories across platforms.

2012 Microsoft Corporation. All rights reserved. This document is provided as-is. Information and views expressed in this document,
including URL and other Internet Web site references, may change without notice. You bear the risk of using it.

Some examples are for illustration only and are fictitious. No real association is intended or inferred.

This document does not provide you with any legal rights to any intellectual property in any Microsoft product. You may copy and use
this document for your internal, reference purposes.