Business challenge

Ads& Data is the joint advertising sales house for Telenet, Play Media, Mediahuis, and Proximus, offering a unified advertising portfolio across TV,digital platforms, and print.

The automotive landscape is undergoing rapid transformation: electric models are gaining ground, new challenger brands are entering the market, and consumers face an overwhelming number of choices. For car brands, navigating this shift and delivering the right message is increasingly complex. Ahead of the MotorShow season, Ads & Data wanted to equip automotive advertisers with actionable market insights on what truly drives brand consideration among Belgian car buyers.

How we made the difference

Ads& Data leveraged BUFFL in DIY mode to take full control of their research project. Using our intuitive platform, their team seamlessly designed, programmed, and launched a custom survey to a representative sample of Flemish households.

By leveraging BUFFL’s structured quantitative survey capabilities, Ads & Data captured clear, data-driven consumer preferences. Powered by BUFFL's community,fieldwork was completed in under 48 hours, giving Ads & Data immediate access to real-time consumer insights.

What we learned

The DIY study uncovered three major trends defining today’s automotive consumer:

-       Buyers look beyond the sticker price: While initial purchase price remains the primary decision criteria, running costs - such as fuel, electricity, and maintenance - as well as overall reliability have become equally decisive.

-       Powertrain choices are driven by certainty: When choosing between petrol, hybrid, or electric, consumers prioritize peace of mind, familiarity, and predictability over pure innovation.

-       Challenger brands are growing, but trust is key: New market entrants are capturing consumer interest, yet brand trust and proven reliability remain the deciding factors in the final buying process.

These findings proved that convincing today's car buyer requires a holistic than relying solely on single product features or promotional pricing.

How we added value

By using BUFFL in DIY mode, Ads & Data gained maximum speed, autonomy, and flexibility. Their team effortlessly set up and programmed the survey themselves, collecting full results in under 48 hours. This rapid turnaround enabled Ads & Data to quickly transform real-time consumer data into a high-impact market report, cementing their position as a strategic mediapartner for automotive advertisers.

Next steps

By combining self-serve capabilities with real-time community feedback, Ads &Data continues to help advertisers craft highly targeted, resonance-tested campaigns that convert consumer interest into brand consideration.

‍“Met BUFFL wordt consumentenonderzoek verrassend eenvoudig. De samenwerking sluit nauw aan bij onze noden, met snelle ondersteuning bij vragen en ruimte om de tool mee te laten evolueren met onze behoeften. Het blijft ons verbazen hoe snel de BUFFL-community onze vragenlijsten invult én hoe uitgebreid en inhoudelijk rijk de antwoorden op open vragen zijn. Die combinatie van gebruiksgemak, snelheid en waardevolle feedback maakt voor ons het verschil.” - Ads & Data

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Want to discover how easy it is to run your own research in DIY mode with BUFFL? Get in touch.