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 its driving school brand, Stych wanted to understand the criteria for choosing a driving school and accurately measure its brand awareness 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 youth target, 48 hours for the parents' target.
• Recruitment: Social networks
• Survey methodology: Quantitative study

Key study findings

• 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 younth segment and 48 hours for the parents segment.
• An excellent engagement rate recorded uniformly across both target groups surveyed (young people and their parents).

Purpose

This awareness and image study 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 driving school network has the necessary communication tools to optimize its advertising messages and enhance its visibility against the competition.