Fleet observer tracking

Objectives

• Track changes in company fleet composition over time
• Understand the intended adoption of electric vehicles and new mobility solutions
• Explore future acquisition plans among fleet decision-makers
• Deliver consistent, comparable insight across European markets

Methodology

This was a quantitative tracking study conducted using CATI (telephone interviews) across 27 European markets. Interviews were carried out in local languages by trained native-speaking interviewers, with each interview lasting approximately 15 minutes. The study ran over four years, with around 7,000 interviews completed per wave to ensure robust trend analysis.

Challenge

The study required engagement with a time-poor and hard-to-reach B2B audience, many of whom were not based at head office locations and had limited availability. Ensuring access to genuine fleet decision-makers, while maintaining consistency across 27 markets, required careful screening, clear communication, and a fieldwork approach that could build trust and encourage participation.

How RONIN approached it

RONIN managed all aspects of the project, including questionnaire programming, translations, sampling, and data collection. Participants were selected using targeted sources and screened to confirm they were the ultimate decision-makers or had direct responsibility for fleet management. Quotas were applied by company sector, organisation size, and fleet composition to ensure a balanced and representative sample in each market. To support engagement, participants were also offered a report on completion of the study.

Results

The study provided the client with a consistent and comparable view of how fleet composition and mobility preferences were evolving across Europe. By tracking the views of verified decision-makers over multiple waves, RONIN delivered a strong basis for understanding market change, identifying emerging trends in electric vehicle adoption, and informing future strategic planning.