Case Study: Alphabet

Alphabet is Europe’s leading provider of business mobility services. Its goal is to help organisations exceed their ever-developing business travel requirements and enable their employees to keep moving efficiently. Alphabet’s portfolio of mobility services comprise of a comprehensive suite of vehicle funding solutions and fleet management. It includes strategic consultancy, corporate and employee car schemes, commercial vehicles, risk management, vehicle rental, accident management, fleet management and maintenance.

Alphabet was hosting a customer forum around the topic of keeping business moving in the new Clean Air Zone due to be rolled out in the UK in 2020. Its marketing team approached Arlington Research to conduct some primary research that would explore vehicle ownership, vehicle usage, occupational travel, vehicle sharing, multimodal travel, driving behaviour and the use of smartphone apps for travel. The team also wanted to explore attitudes towards emissions and the environment, electric vehicles, diesel vehicles and autonomous vehicles.

Despite the extensive brief, the Alphabet team expected a very tight turnaround, which Arlington managed to take in its stride; even delivering the report early. Arlington not only completed the research of 2,000 nationally representative adults, but also produced a comprehensive exec summary ahead of schedule. A PowerPoint presentation was then used to walk the stakeholders through the findings, answer questions and ensure that all presenters were well versed with how to answer any queries about the findings.

Key takeaways:

  • PR research of 2,000 representative adults
  • produce a comprehensive exec summary
  • walk the stakeholders through the findings

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