Test Stych's awareness and understand young people's habits

Stych surveyed 1,600 respondents to test the awareness of its network of driving schools and understand the behaviors of young people.

Customer need

As part of the rebranding and repositioning of a driving school brand, Stych wanted to understand the criteria for choosing a driving school and accurately measure the awareness of its brand among the general public.

Methodology

• Target: 1,600 respondents in total, divided into two sub-targets (1,000 young people aged 17 to 25 and 600 parents of young people).
• Geographic scope: France
• Field duration: 24 hours for the young target, 48 hours for the parents' target.
• Recruitment: Social networks
• Survey methodology: Quantitative study

Findings of the study

• Authentic insights highlighting the key criteria that dictate the choice of a driving school.
• Precise feedback analyzing the brand's positioning relative to its various competitors in the market.
• Particularly fast results, obtained in only 24 hours for the young segment and 48 hours for the parents segment.
• An excellent engagement recorded uniformly from both target groups surveyed (young people and their parents).

Purpose

This study of awareness and image provides Stych with the fundamental data to smoothly guide its brand repositioning and rebranding. By identifying both the expectations of students (young people aged 17-25) and decision-makers or funders (parents), the network of driving schools has the necessary communication keys to optimize its advertising messages and enhance its visibility against the competition.