Trend research in the mobility sector: from trends to action

BOVAG and RAI Vereniging are leading trade associations in the Dutch mobility sector. Part of their remit is providing affiliated members with strategic information. For that reason the associations regularly carry out research into trends, developments and specific mobility-related topics. For the Cars, Auto Trade and Motorised Two-Wheeler divisions of RAI Vereniging and the Car Dealers, Independent Garages and Motorised Two-Wheeler divisions of BOVAG, Jester Strategy carries out trend research and unlocks it through the innovative online tool "Mijn Toekomst".

A combined project team of association staff, members and Jester consultants was set up to run the research. The first step was to define the scope: which strategic questions about the future do we want to be able to answer through insight into the trends? Which specific topics do we want to focus on?

Based on the scope, a combination of brainstorming sessions, desk research and expert interviews produced an overview of relevant developments. The developments were then assessed on both their impact on businesses in the sector and their degree of unpredictability. This created a sharp distinction between autonomous trends (certainties) and uncertainties. Everyone can act on autonomous trends, because they are sure to occur. To get a better grip on the uncertainties, a set of future scenarios was developed.

BOVAG and RAI Vereniging chose not only to describe the trends and uncertainties, but also to think through the strategic options members have to respond to those developments. At least 10 strategic options were formulated per development. The trends, uncertainties, scenarios and strategic options were then unlocked through the online tool Mijn Toekomst. With the tool, members can quickly and easily build their own action list by selecting and prioritising strategic options. Jester's approach and this unique tool give very practical translation to what can otherwise be quite abstract trends.