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J.D. Power and Associates Announces Collaboration with Mediamark Research to Offer Psychographic Data on New-Vehicle Buyers


April 2007
 Filed under: AUTOMOTIVE INDUSTRY TRENDS Car News | AUTOMOTIVE INDUSTRY TRENDS Headlines
WESTLAKE VILLAGE, Calif., April 23 /PRNewswire/ -- J.D. Power and Associates announced this morning at its 2007 Automotive Marketing and Advertising Issues Briefing that it has formed a collaboration with Mediamark Research Inc. (MRI) to jointly develop a pair of valuable supplements to its media studies.

The collaboration was announced to more than 200 automotive marketing and advertising professionals at the J.D. Power and Associates annual review of leading trends, opportunities and challenges in automotive marketing and media in Torrance, Calif. The J.D. Power and Associates-MRI products are designed to offer auto marketers, their agencies and publishers the leading psychographic data on new-vehicle buyers. These data were previously unavailable for this segment of the population.
While MRI psychographics are the most widely used and respected batteries of lifestyle and attitude questions, there has never been a product to deliver these attributes, along with the magazine and cable network consumption patterns of recent new-vehicles buyers that is provided by the J.D. Power Car and Truck Report. The MRI Psychographic Supplement to the J.D. Power report will be available in May 2007.

"We are very excited about the J.D. Power and Associates-MRI products, which are truly a breakthrough for the industry," said Gene Cameron, vice president of media solutions at J.D. Power and Associates. "Prior to this study, marketers had to infer psychographics from the total audience of a magazine and not specifically to new-vehicle buyers. As auto marketers offer more models to serve customers' lifestyles and attitudes, we can now provide them with guidance on where and how to advertise to reach those specific customers, enabling marketers to implement much more effective and efficient marketing and communication strategies."

The new data integration was achieved through a statistical technique known as data fusion, which was applied in a proprietary manner by MRI. The psychographics will also be included in the J.D. Power and Associates 2007 Online Media Study(SM) to be released in August of this year.

"MRI is considered the 'go to' company for marketers who need a high resolution view of consumers -- who they are, what they buy, how they think and how to reach them," said Kathi Love, MRI President and CEO. "In recent years we've added hundreds of psychographic questions to our Survey of the American Consumer, because people with similar demographics often have dissimilar approaches to consumer products and product categories. We're delighted to team with a research company as respected as J.D. Power and Associates to help auto marketers and publishers get the most from MRI's psychographic targeting muscle."

Automotive Online Marketers of the Year

The J.D. Power and Associates event also served as a venue to recognize leaders of automotive online marketing. The firm acknowledged luxury automaker BMW and non-luxury automaker Toyota as the J.D. Power Automotive Online Marketers of the Year.

The recognition is based on competitive performance metrics drawn from J.D. Power studies on automotive Internet marketing, including the New Autoshopper.com, Used Autoshopper.com and Manufacturer Web Site Evaluation Studies. Recipients were selected based on their demonstrated effectiveness at bringing visitors to the brand's Web site, converting those visitors into purchasers, achieving superior market share (relative to total) among automotive shoppers who use the Internet in their shopping process and consumer evaluations on the usefulness of the brand's Web site while shopping.

"We are pleased to recognize the performance of automotive online marketers based on objective metrics that encompass the range of challenges on the Internet," said Cameron. "These two leading companies exemplify the strides that have been made in online marketing and serving the needs of the automotive shopper."

J.D. Power and Associates will also conduct the 2007 Automotive Marketing and Advertising Issues Briefing on Wednesday, April 25, at the New York Marriott Marquis Times Square, and on Friday, April 27, at the Troy Marriott in Troy, Mich.

About J.D. Power and Associates

Headquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, performance improvement, training and customer satisfaction. The firm's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies:

Founded in 1888, The McGraw-Hill Companies (NYSE:MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2006 were $6.3 billion.

Additional information is available at http://www.mcgraw-hill.com/

About MRI

Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes. MRI is the country's leading provider of magazine audience and multimedia research data. The company releases data from Survey of the American Consumer (adults 18+) twice yearly, in the spring and fall. MRI data have become the basic media-planning currency for the majority of the media plans that are created each year by national advertisers and their agencies. MRI is part of GfK Group AG, Nuremberg, Germany.

No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power and Associates. www.jdpower.com/corporate

Source: J.D. Power and Associates

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