01
Client context
The company had a capable product but struggled to differentiate in a crowded market.
02
Business challenge
Fleet operators of different sizes and segments valued very different features.
03
Research objective & questions
Segment fleet buyers by need and sharpen positioning and packaging.
- How do fleet operators choose telematics solutions?
- Which use cases — fuel, safety, compliance, utilisation — matter most by segment?
- Why do customers churn or switch providers?
- What price and packaging do buyers prefer?
04
Methodology & approach
- Fleet operator IDIs
- Owners and fleet managers across segments.
- Buyer survey
- Use-case priorities and satisfaction.
- Win-loss interviews
- Recent wins and losses.
- Competitor review
- Positioning and packaging.
05
Sample & geography
- ~25 fleet operator IDIs
- ~300 survey responses
- ~12 win-loss interviews
- Geography — India and the Middle East
06
Key findings
- Smaller fleets bought on fuel and theft savings; larger fleets on safety and compliance.
- Hardware reliability and installation service drove early churn.
- Buyers struggled to quantify returns before purchase.
- Bundled pricing with hardware was preferred by smaller operators.
07
Business implications
- Create segment-specific propositions and packages.
- Improve installation quality and hardware support.
- Provide a savings calculator and pilot programme.
08
Outcome
The company received a needs-based segmentation, positioning recommendations and packaging options.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.