The More You Know…
By Jessie Korosec

For the past 3 years, ETI has been conducting a series Marketing Research projects in an effort to assist our members in bringing new and improved equipment and tools to the marketplace. 

Our research studies have covered the topics of Flash Reprogramming, TPMS, Telematics, Collision Repair, A/C Service - Equipment and Trends, and Hybrid and Battery Service.

The results of the findings are presented each year at our annual ToolTech event and everyone at the event receives a DVD of the research.  Click here for information on how you can purchase copies of ETI’s research

What does the ETI Market Research mean to you?
Businesses need information – information about what end users want, market demand, competition, etc. This information needs to be updated regularly because businesses operate in a dynamic environment, characterized by frequent:
1. Changes in technology
2. Changes in end user preferences
3. Changes in the competitors’ product
4. Changes in economic conditions

It is difficult to be a successful company without having the right data about end users, products, and the market in general. Market research is an essential management tool to assist in enabling any company to survive and thrive in today's fiercely competitive aftermarket tool and equipment segment.

ETI’s First 2012 – 2013 Project
ETI is in the process of updating the Flash Reprogramming Market Research Study.  The previous research study was done in 2009 and compiled responses from approximately 450 automotive repair facilities and our findings regarding their familiarity and use of flash reprogramming tools.  We wanted to find out how familiar technicians are with reprogramming, whether they actually have performed reprogramming events and if so, how often.  We asked them what their expectations are regarding this service.  What kinds of problems they have been encountering?  Is support an issue for them?  We also wanted to know what tools they use to get the job done.  What kind of equipment do shops own, what brands and how satisfied are they with what they are using.  We asked these questions from two perspectives.  We asked about satisfaction with tools and equipment but we also tried to find out what vehicle makes are the easiest to reprogram.

Now it is time to find out what has changed since 2009.  Flash reprogramming is more widely used, technicians have more experience than they had in 2009, the SAE J2534 specification is being used for more than just reprogramming and tools based on this spec have been written into legislation.   We believe the updated research will help toolmakers better understand their customer issues and requirements while at the same time providing end users with valuable information about what is available today.  This time around we are looking for information on familiarity and attitudes, experiences with flash reprogramming, key issues and obstacles, and identifying opportunities to solve problems.

If you are interested in being a part of the team that is developing survey, we would welcome your input.  Contact me at 248-656-5085 or jessiek@etools.org.