01
Client context
The manufacturer was planning connected services for new models and considering subscription pricing.
02
Business challenge
It was unclear which features drove purchase and which buyers would pay for after the free period.
03
Research objective & questions
Prioritise connected features and test subscription pricing and bundles.
- Which connected features do buyers value most?
- Which features influence model choice?
- Will buyers pay for subscriptions after a free period?
- How should features be bundled and priced?
04
Methodology & approach
- Owner IDIs
- Current connected car owners.
- Feature prioritisation survey
- Maximum-difference scaling.
- Choice-based conjoint
- Subscription bundles and price points.
- Usage data review
- Feature use patterns where available.
05
Sample & geography
- ~20 owner IDIs
- ~1,200 survey respondents
- Geography — India (metro cities)
06
Key findings
- Safety and security features were most valued and most likely to be paid for.
- Entertainment features had low willingness to pay.
- Buyers preferred annual plans to monthly billing.
- Many owners did not use features after the first months.
07
Business implications
- Lead subscriptions with safety and security bundles.
- Include entertainment features as free or low-cost add-ons.
- Invest in onboarding to drive continued usage.
08
Outcome
The manufacturer received a feature prioritisation and recommended subscription structure.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.