“Populus produced detailed and time-critical research, and undertook full design work to create the second thought-provoking and industry-leading report”

 Senior Stakeholder at The AA/ BT Fleet Solutions

The challenge

The 2017 annual report meant that The AA and BT’s Fleet Solutions could develop a tailored sales strategy for each of the verticals that the businesses operate in, generated significant content for PR activity, and allowed them to tailor resources to better meet client needs, elevating both companies’ profiles and industry leaders.

What we did

Populus took a two-phase approach comprising of qualitative focus groups and in-depth interviews, and a quantitative online survey shaped by the preliminary qualitative findings. The sample consisted of small, medium and large organisations, with varying fleet sizes.

Populus worked closely with The AA and BT’s Fleet Solutions to design and deliver fully tailored reporting that reflected all stakeholder needs and requirements. These included the highly visual, fully formatted and print-ready report, internal workshops, and infographic outputs.

Populus provided sector-specific data to provide detailed insights into the fleet challenges facing the public sector, transport and logistics, secure transit, utilities, manufacturing, business services, constructions and facilities management, IT and telecoms, and finally, SMEs – a sector rapidly growing in diversity and significance in the fleet world.

The results

Both organisations improved their credibility as expert voices within the sector, with key focus areas identified.

The research provided a thorough and in-depth understanding of the nine key industries, identified the specific fleet challenges and considerations for each.

The research found that:

Our research means The AA and BT’s Fleet Solutions can develop a tailored sales strategy for each of the verticals that the businesses operate in, and help both companies provide topics and relevant content for PR activity, thereby raising awareness of their commitment to improving the sector.

The 2017 report delivered significant value to a broad cross section of British businesses, helping the fleet sector learn from cross-sector experience and practices.