HiQ survey reveals female mistrust for fast-fitters, talks strategy for change
A recent HiQ survey suggests that negative perceptions of the fast-fit industry amongst women continue to linger after independent research revealed that while 70 per cent of women believe they receive a dishonest and untrustworthy experience when they visit a garage. The research, commissioned by HiQ, also disclosed that 24.3 per cent of women charge the men in their lives with taking their car in for new tyres because they found the whole so unpleasant. However it is worth pointing out that the level of trust is not much higher amongst members of the more traditionally dominant sex: 62 per cent of men feel the same way. What’s more, 53 per cent of men surveyed “do not trust garages and tyre dealers for advice, and would rather research online instead”. HiQ says that five female marketing experts are attempting to change these perceptions by bringing the fast fit industry in line with high street shopping experiences.