Finding Heavy Machinery Tire Decision Makers
Request
A boutique market research firm, working on behalf of a global tire manufacturer, needed to connect with decision makers responsible for choosing tires for large, off-the-road (OTR) vehicles and machinery.
The target audience represented five key sectors:
Surface Mining
Construction
Quarries
Ports
Crane Operations
The client’s goal was to gain a deep understanding of how these professionals evaluate and select tire brands, which brands they trust and prefer, which they avoid, and the key factors influencing their purchasing decisions.
The study focused on the leading brands in the heavy equipment tire market, including Michelin, Goodyear, Bridgestone, Firestone, Titan Tire, and other major competitors. Target participants included Heads of Fleet, Heads of Maintenance, Business Owners, and Chiefs of Operations—senior decision makers who oversee equipment performance, maintenance budgets, and supplier relationships.
Solution
Zintro leveraged its extensive experience in recruiting hard-to-reach industrial audiences to deliver this highly specialized group.
Using a multi-channel outreach strategy, the Zintro team tapped into its existing expert network, proprietary search tools, and targeted sourcing campaigns to identify and engage the right professionals. Recognizing that many of these individuals spend limited time at desks or online, Zintro designed a streamlined approach to maximize participation:
Phone-first recruitment over web-based platforms like Discuss.io or Civicom
Short, efficient screening to reduce friction and avoid drop-offs
Time-of-day scheduling optimization to reach participants when they were most available
Throughout the project, Zintro’s project management team worked closely with the client to refine the outreach strategy and ensure that every qualified recruit matched the desired profile.
Results
The study culminated in 24 high-quality interviews that provided candid, detailed insights into how these decision makers view the major OTR tire brands.
Participants shared valuable perspectives on:
Brand perception and trust factors
Purchase decision processes and key influencers
Channels and messaging most effective for reaching them
Triggers for switching brands or trialing new products
The client walked away with a clear understanding of how to position their brand and engage with this critical market segment.
By the Numbers
31 qualified professionals presented
25 participants selected
24 completed interviews
96% show rate
“All of the interviews were fantastic! Thank you for helping with such a tricky audience and finishing strong!” Head of Research, Research Firm
