Customer mapping and Voice of Customer (VOC) analysis for a commercial vehicles OEM in the MENA region: Understanding market segments and customer preferences.

The project provided valuable insights that empowered the client to change their approach and strategy. This included replacing existing dealers with new ones in certain countries, enhancing cooperation with existing dealers in others, and optimizing the product portfolio to meet specific market demands.


  • A comprehensive understanding of the decision-making process and key criteria involved in customers’ selection of commercial trucks.
  • Identification of unmet customer needs, providing valuable insights for developing tailored solutions and targeted marketing approaches to increase customer satisfaction and market share.
  • Strategic recommendations for customer sales and marketing strategies based on market opportunities and threats, market segmentation, and understanding of customers’ preferences and purchasing behavior to drive business growth and competitive advantage.


  • Analysis of the decision-making process, including customers’ preferences, key criteria, sources of information, and supplier relationships in truck selection.
  • Gathering detailed information about typical customers for commercial vehicles and developing an “ideal” commercial vehicle profile based on customers’ and competitors’ perspectives.
  • Obtaining insights into the market, existing technologies, new products, competition, and general trends and opportunities from competitors’ perspectives.
  • Identifying clients’ unmet needs to guide the development of recommendations for customer sales and marketing strategies.
  • Current and forecasted market volume, key trends, growth drivers, and commercial vehicle market barriers.
  • Segmenting the market and estimating the size of niche-customer segments of interest, along with forecasting the scale of the opportunity.
  • Analyzing the competitive landscape, including the positioning and perception of significant market players, key producers in niche markets, and their key customers.
  • Assessing customers’ sensitivity to price, extended warranty, financing options, offer modularity, and other relevant options.


  • Wester Europe
  • Central & Eastern Europe
  • Middle East
  • Africa
  • North America
  • South America
  • Other
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