Case Study: How BMW Accelerates Decision Relevant Research with QuestionPro
By QuestionPro
- case study
- Customer Experience (CX) Feedback
- Enterprise CX Management
- Digital CX – NPS – CES – CSAT
- CX Analytics
- Automated Survey Research
BMW Group, a Munich-based premium automotive manufacturer founded in 1916, needed to respond quickly to ad hoc market research requests from internal specialist departments and deliver high-quality data to support strategic decision-making. The team, led by Dr. Josef Köster in customer segmentation, customer foresight and innovation studies, required the flexibility to run panel studies either independently or with external support, depending on internal capacity, while maintaining consistently high data quality standards.
BMW Group worked with QuestionPro, using a combination of self-service and full-service delivery models. QuestionPro managed survey design, creation and translation across multiple markets, deployed studies through its global Audience panel of 22 million members, and maintained continuous fieldwork oversight. An integrated Data Quality Check tool, using intelligent algorithms, was applied to automatically identify and remove low-quality responses. When internal capacity was constrained, the QuestionPro project team provided dedicated full-service support across all project stages.
BMW Group was able to conduct market research projects quickly and agilely in-house, with full-service support available immediately when capacity was exceeded. The flexible delivery model enabled specialist departments to receive decision-relevant data promptly. No specific time or cost metrics were reported.
“The flexible and responsive project management meets our requirements for the short-term nature and speed of studies to a high degree. The quality and proactivity of the project support as well as the speed in the implementation of the reporting also meets the highest demands.” — Dr. Josef Köster, Team Leader Customer Segmentation, Customer Foresight and Innovation Studies for BMW.
Read the full version of this case study on the QuestionPro website here.
