The Automotive team also works with clients to develop custom studies with two key objectives—to deliver actionable marketing programs and to impact the bottom line. The results of each study reveal key segments to target as well as the drivers that motivate consumers and differentiate your brand from competitors. Our quantitative studies are designed to link research insights to customer profit or lifetime value data to show clients where opportunities exist to grow revenue, either in the marketplace or within their customer base.

Phoenix’s Concept X testing program provides fast feedback on which automotive marketing and incentive program elements, or combinations of elements, will deliver the highest return. Results from the past several years establish norms and trend lines.

Phoenix’s syndicated Automotive AdPi® Audit (Advertising Performance Index) tracking program provides monthly reports on which ads and ad campaigns are generating the highest consumer response, along with diagnostics illustrating creative strengths and weaknesses, media contribution and more. Ongoing tracking of all the top advertisers and brands is conducted across five key automotive segments which together represent the entire industry’s recent buyers and intenders. Monthly reports enable fast decision-making on ways to optimize marketing programs and media budgets. And quarterly in-depth analysis shows how marketing is driving clients’ performance versus key competitors at every stage of the purchase funnel. See additional detail in the green box, Brand & Advertising Analytics.