Analysts Aim to Encircle Tyre Market

A new market research company is offering custom made insights to the automotive aftermarket and particularly the tyre sector. Birmingham-based Encircle Marketing produces 100 per cent independently researched data that encircles (if you will excuse the pun) the market’s key research areas: mystery shopping, “sell-out” tyre (brand) pricing and selling way (sales augmentation).

The research is produced monthly and captured by both mystery telephone calls (over 5,000 per month) and mystery visits. Local Independent Garages, Regional Garages/ Dealers, Car Dealerships, Autocentres and Fast Fits are all covered. The company reports that it already captures over 3,500 retail “sell-out” tyre prices each month across all the major tyre brands and speed ratings in car, 4×4, and van sizes. This way, they say, 80 per cent of the market is covered.

Speaking to Tyres & Accessories, company representatives explained that one of the strongest selling points is being able to benchmark data against individual competitors. This means results can be compared by brand, retailer or more broadly against “the market” or any of the above distribution channels.