BMW April 2022

What are the top 10 customer needs and wants (product and staff) from a refinish brand? And does your business meet them?  In June and July 2021, Real Research conducted a two-fold qualitative telephonic survey into a representative sample of motor body repairers in South Africa. The topic was “The needs, wants and expectations of a refinish brand and their staff”. The open-ended market feedback was consolidated, mined and grouped to create a quantitative output. Justin Swanepoel from Real Research states “Being very close to the motor body repair industry and refinish brands for many years, this exercise was well received, and it was wonderful to have deep conversations with owners instead of just smashing out a survey.” 

The chart illustrates the Top 10 most important expectations that a refinish brand should be aiming for from a product and staff perspective. “There are a mix of nice-to-have items and have-to-have items. At the end of the day, the refinish brand’s management teams have their own strategies, plans and systems in place. This is merely just a third-party voice of the customer. We hope that the refinish brands in the market partner up with the Real Research business intelligence products to measure, track and align with these items and more”. 

Real Research specialises in market, customer and competitor intelligence for many local and global brands. Justin Swanepoel can be reached on 082 773 2839 or email him at


by Justin Swanepoel