A Real Case: A TCO Study
Recently, we carried out a TCO study focusing on machines from various manufacturers across several countries. The aim? To explore how this machine compares to others in daily use and to learn what really matters to users when making a purchase decision.
We spoke with farmers, contractors, rental companies, dealers, and technicians many of whom work with multiple brands side by side. This provided us with open, honest comparisons based on real-life experience. What surprised us most? TCO is never a one-size-fits-all story. In one country, fuel efficiency was key. In another, parts availability or ease of use carried more weight. The type of business whether owner operator, rental fleet, or contractor also influenced how value was perceived.
How we approach this work
We keep our process structured yet practical, always ready to adapt to real-world conditions:
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Desk research: Market context, background data, user profiles
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Interviews: One-on-one conversations with users and dealers
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Cost analysis: Purchase, maintenance, downtime, parts, daily use
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Insights: Clear, visual summaries, SWOT analysis, practical conclusions, and a final presentation with clarification at the customer
We always work under a non-disclosure agreement (NDA) to ensure confidentiality for both the client and the people we interview. No brand names, figures, or personal identities are ever shared without consent. This is what allows us to collect honest and unbiased input.
