Why Commercial Fleet Managers Rent Trucks

A logistics company wanted to better understand the reasons why commercial fleet managers rent Class 3-8 trucks

The Challenge

Niche transportation audience

The logistics company wanted to assess why commercial fleet managers rent Class 3-8 trucks, and how the factors that drive those decisions differ from one company to another. The niche audience meant that it needed a B2B market research agency with a deep understanding of transportation market research who could reach commercial fleet managers that rent trucks.

Our Approach

Segmenting the commercial fleet manager market

Werk Insight, a B2B market research company, designed a B2B segmentation study and needs assessment to map the commercial market for Class 3-8 truck rentals, and understand the key drivers and needs of different audience segments.

We started the research by hosting a kick-off call with internal stakeholders to gain a deeper understanding of the research objectives and existing hypotheses about this audience. We then recruited, screened and conducted 600 quantitative CATI interviews with commercial fleet managers that rent Class 3-8 vehicles to supplement their fleet in the short term (less than a 2-year period).

Using a segmentation analysis, we identified six unique and targetable segments in the commercial fleet management market. These segments were based on demographic factors, including industry, number and types of fleet vehicles, types of vehicles rented, and the primary role of rental vehicles (e.g., to replace an owned vehicle or to supplement fleet in busy seasons).

The Insight

Targeted approach for commercial fleet rentals

The segmentation provided the logistics company with clear and actionable insights into different customer needs and drivers in the commercial fleet manager market. Using our allocation tool, the company allotted its CRM data to the six segments. The insights for each segment informed a targeted marketing and sales approach.