Uncover underlying attitudinal and lifestyle trends that influence how and where people buy and sell their car.
As the largest online classifieds site in the UK, the Gumtree executive team was focused on the strategic selection of verticals to amplify and those to retire. While the current "value" of each vertical was known the team was less clear of how to size them or what might be growth levers in the future.
I was brought in to design and lead a series of qualitative research engagements with car sellers, car dealers, and car buyers in 3 major UK markets. These included (6) 1:1 in London, (6) 1:1 in Manchester and (6) 1:1 in Dublin. Within each market I also conducted an affinity group; a large survey was launched to kick things off. The research met its primary goal of providing a deep dive into car buying practices to help inform business strategy, marketing, and development roadmaps.
Problem
Despite lack of historical focus, Gumtree was #3 in online listings for "for sale by owner" (FSBO). Company leadership felt the "for sale by owner" offering was uniquely positioned to not only win in the C2C online motors space, but to revolutionize it by creating distinctive product solutions. In order to fulfill this vision they needed to know the marketing levers to attract more FSBO sellers and consumer buyers. As part of this commitment the team also understood that building credibility and trust into the seller and buyer experiences was fundamental to increasing market share in an already highly competitive sector. Because users spend more time browsing the motors section than in any other category, it can be understood as a trigger for site vibrancy and increased traffic making this user research initiative a high priority.
Solution
Leverage in-depth interviews, affinity groups, ad hoc conversations, and online surveys to uncover underlying attitudinal and lifestyle trends that influence how and where people buy and sell their car. Identify opportunity areas within the C2C market for Gumtree; align insights to product development opportunities; address underserved and latent needs; and confirm come of what we already know.
Summary across countries - global commonalities
Summary sheet per country
Detailed information for UX and Product Management
Tools
Survey Monkey
Card Sort
Ethnography
Participatory Design
Journey mapping
Team
1 UX Researcher
1 UX Designer
PM
GM
My Role
Ethnographer
Facilitator
Industry trend spotter
Point person for marketing and product teams
Timeline
Ethnographer
Facilitator
Industry trend spotter
Point person for marketing and product teams
1 Goals
2 Tools
3 4 Phased
4 Insights
Goals
I was tasked with helping helping executive leadership better understand how to increase engagement and conversion on the site. While there was some wisdom as to how to do so from a pricing perspective, little else was known about these DIY car buyers and sellers. Product development, UI, UXD, communications and marketing teams each had a vested interest in learning more including:
Uncover underlying attitudinal and lifestyle trends that influence how and where people buy and sell their car
Identify opportunity areas within the C2C market for Gumtree
Produced specifications describing user needs
Align insights to product development opportunities
Address underserved and latent needs
Surface tools and strategies
Confirm what we already know
Tools
Mix-methodology qualitative research (IDIs, Affinity Groups, SME 1:1s, Journey Mapping, Usability) in combination with market context research, online surveys, NPS, and data on market size produced by the Strategy Team.
01 Survey
Planned as a phased approach each phase of research was intended to inform the next. I begin by launching an online survey (N=1000) sent out to existing For Sale by Owner (FSBO) customers. Here, my intention was to gather as much quick information about our users attitudes and overall impressions of the site. While not a determinant of the next phases of work, it did highlight the key issue of trust and safety which would surface throughout the study.
02 IDIs
Outreach based in part on survey responses began next. 18 IDIs scheduled in Manchester, Dublin, and London. In these conversations we discussed pricing and budget, ad quality, zip code considerations, and personal strategies.
03 Affinity
While in market, I also conducted affinity groups where the focus was on risks and benefits of buying and selling a car through an online classified site. Here we learned that people tend to conflate Gumtree with the product sold instead of viewing it as the conduit to the physical item (TnS implications).
04 SME 1:1s
My field research culminated with a series of 1:1s with professional (SME) used car spotters, dealers, and salespeople. Through semi-structured interviews and mapping exercises we began to understand the many options prospective buyers have when it comes to purchasing a car.
Insights
FOR DEVELOPMENT AND DESIGN: Ideas about “lesser products” bought and sold on the site whether real or imagined impact the quality of listings or the kinds of items people decide to list.
FOR STRATEGY: Benchmarked against competitors functionality fell short of the mark
FOR MARKETING: Low brand awareness outside of London Greater Metro impacting future consideration as a C2C b/s car trading platform
Thank you for reading
Interested in a conversation? Feel free to contact me! martha@marthaabird.com
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