Dealer Engagement and Performance Evaluation Survey
Understand how dealer principals, network development heads, and aftersales leads evaluate OEM support, sales targets, and margin structures, so you can fix retention gaps, sharpen incentive design, and benchmark channel conversion by dealer tier.
CONTEXT & RELEVANCE
Why run this survey now
Most OEMs and dealer network heads don't lose dealer performance purely on sales target gaps. They lose it due to misaligned incentive structures, inconsistent training support, unresolved inventory pressure, weak lead conversion feedback, and poor aftersales engagement visibility, none of which fully show up in DMS reports or quarterly scorecard reviews.
If you are...
- OEM network development head
- Dealer principal, multi-brand outlet
- Fleet and institutional sales lead
- EV product planning manager
- VP aftersales and service revenue
You're likely facing...
- Dealer satisfaction vs. throughput gap
- Incentive misfit: volume vs. margin
- OEM support = inconsistent/slow perception
- Drop-offs: lead handoff to conversion stage
- Aftersales retention vs. switching pressure
This will help answer...
- Engagement drivers beyond sales targets
- Conversion drop-off stage by format
- Dealer tier vs. satisfaction segment
- Incentive structure tension points
- Aftersales loyalty and exit triggers
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete dealer engagement journey from onboarding to network advocacy.
Onboarding & Alignment
- Initial dealership setup experience
- OEM standard communication clarity
Target & Incentive
- Volume target-setting methodology
- Incentive scheme clarity, attainability
OEM Support Quality
- Territory manager responsiveness, frequency
- Technical and aftersales field support
Stock & Allocation
- Vehicle allocation fairness, lead times
- Variant mix versus local demand
Margin & Profitability
- Front-end versus back-end margin split
- F&I and accessories revenue contribution
Digital & DMS Tools
- DMS adoption, integration gaps
- Lead management platform effectiveness
Customer Experience Delivery
- Showroom NPS, CSI score drivers
- Post-purchase follow-up consistency
Network Loyalty & Retention
- Dealer principal OEM commitment signals
- Multi-brand defection risk indicators
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For the Dealer Engagement and Performance Evaluation Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and dealer-level verification across network tiers.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the automotive dealer research space.
Dealer satisfaction & channel friction audit (North India)
OBJECTIVE
WHAT WE DID
DELIVERED
Dealer satisfaction & channel friction audit (North India)
Aftersales experience & loyalty driver study (West India)
Dealer satisfaction & channel friction audit (North India)
OBJECTIVE
A pan-India passenger vehicle OEM needed to isolate why Tier 2 and Tier 3 dealerships were disengaging from centrally mandated sales programs , specifically around inventory push compliance and scheme participation rates across 4 states.
WHAT WE DID
Ran a structured quant survey across 180 dealer principals and sales managers, capturing scheme awareness, perceived margin fairness, target-setting transparency, and OEM field support frequency across urban, semi-urban, and rural outlet classifications.
DELIVERED
A dealer friction map by outlet tier, a ranked disengagement trigger list by program type, and a channel lever framework identifying which support interventions correlated with higher scheme participation among low-compliance dealer segments.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between franchise dealers, multi-brand outlets and rural sub-dealers?
How will you measure dealer satisfaction beyond simple ratings?
Will the survey map the full dealer engagement journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our network retention and sales throughput?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.