Autowass aimed to analyze the potential of the automotive market in Romania regarding a platform that facilitates the relationship, communication, and transparency between auto service shops and their clients.

Therefore, Autowass commissioned MKOR to carry out an opportunity study on the Romanian automotive market.

Our client wanted to understand the operational model of service shops in the country, the tools used to facilitate activities, and how the target audience perceives the Autowass app. Additionally, the client wanted to test the effectiveness of its marketing communication.

Characteristics of the Automotive Market in Romania

The data obtained through interviews with decision-makers in auto service shops and tire services helped us identify what a typical day looks like within these organizations.

Moreover, the insights helped us understand how companies manage their day-to-day operations and how they interact with collaborators and stakeholders, what processes influence decision-making, and what tools are used to streamline their activities.

Long-Term Benefits of the Automotive Market Opportunity Study

The opportunity study conducted by the MKOR team brought numerous benefits to our partner, including:

• In-depth understanding of operational workflows in auto service centers
  The qualitative study offered Autowass a detailed view of how tire and auto service centers in Romania operate—from daily task organization to the challenges faced by teams. This understanding was essential for adapting the Autowass app to real-life operations on the ground.
• Validation of public perception toward the Autowass app
  Through direct conversations with industry decision-makers, the client discovered how potential users perceive the Autowass app. These insights helped steer product development in a direction aligned with actual market needs.
• Testing the effectiveness of marketing messages
  The study evaluated the impact of current communications on the target audience, offering valuable feedback on which messages resonate and which require refinement. These insights supported optimization of the communication strategy and contributed to improved brand positioning.
• Identification of relevant communication channels in the automotive industry
  The research highlighted the preferred sources of information among industry stakeholders, both general media and auto-specific outlets. This allowed the client to align its marketing efforts with the media consumption habits of the target audience.

Research Objectives of the Opportunity Study

The main objectives of the study were:

About the Automotive Market Research

This study involved an in-depth qualitative research conducted through interviews with decision-makers from auto service centers and tire service providers
(business owners, service managers, procurement managers, branch directors).

• Target market: the auto and tire service market in Bucharest, Cluj, and Iași
• Type of research: qualitative
• Research method: structured interviews
• Sample size: N=21

Get in Touch With Us About Your Project

At MKOR, every study is a new challenge that we approach with passion and professionalism. Because we know that data is a resource you can rely on—always.

We gather valuable information directly from the source (consumers, competitors, industry players) and transform it into actionable recommendations for our partners.

Let us know how we can support you! Our MKOR consulting team will ensure that:

• We choose the right methodology to meet your objectives, taking into account the macroeconomic and social context
• Your project will be delivered to the highest quality standards
• The results you receive, from the first to the final version, will exceed your expectations

Don’t hesitate! We’re just a video call away. 😊

MKOR Studies in the Context of a Dynamic Market

At MKOR, we believe that accurate data can change the course of your business.
We are an agile and results-oriented research agency, and our mission is to deliver relevant information, directly from the market—about your consumers, your brand, and the dynamics of the industry you operate in.

Whether you want to better understand customer behavior, assess brand perception, or identify new growth opportunities, we’re here to build a personalized study tailored to your business needs.

Together, we can deliver:

• Consumer research focused on experiences with your services or products
• Brand tracking studies to monitor brand awareness and perception
• Opportunity studies to identify growth potential in the market

Even more, if you need fast and relevant data to guide your business decisions, we offer you the MKOR Agile Research service.
With this tool, you can test 3–5 essential questions, reaching a representative national sample. It’s the ideal solution for obtaining clear insights in a short time—and it can also serve as the foundation for long-term collaboration with our team.

Let’s talk about how we can help grow your business! 😊