ROCHESTER, NY and DETROIT — Harris Interactive, a global market research and consulting firm, has introduced enhanced Internet-based market research capabilities for vehicle manufacturers and suppliers.
Harris Interactive has developed a consumer panel to be used exclusively for automotive market research. The firm’s automotive insights panel is comprised of a body of respondents identified from among its multimillion-member panel of online survey respondents. The panel can provide vehicle manufacturers and automotive suppliers with insight into consumer preferences, product knowledge, buying behavior and brand awareness. Internet-based market research provides automotive companies with highly accurate datasets and analyses delivered considerably faster and more economically than other methods, according to Harris.
Harris Interactive’s Automotive & Transportation Research capabilities include:
* migration of paper- and phone-based research to online methodologies
* customer satisfaction, retention and loyalty testing
* virtual, online consumer clinics
* interior and exterior product appearance testing
* product feature/price testing
* brand awareness
* consumer tracking studies
* product image testing
* prototype/concept testing
* copy and advertising testing
In conjunction with this announcement, Harris Interactive has appointed Scott Upham senior vice president of the Automotive & Transportation Research (ATR). Upham, previously of J.D. Power and Associates, will direct automotive research efforts for the company. In his new role, Upham will be responsible for overseeing ATR operations and will play a vital role in sales and marketing efforts within the automotive industry.
For more information on Harris Interactive, go to: www.harrisinteractive.com/” .
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