OAK BROOK, IL — IMR has announced the availability of a new research solution to help companies understand do-it-yourself (DIY) consumers. Titled, “DIY – Consumer Decision Process,” this new custom research solution allows companies to target DIYers profiled in the IMR Continuing Consumer Auto Maintenance Survey (CCAMS) and provides deep insights into the choices they make when buying certain parts, whether in front of or behind the counter.
“The characteristics, behaviors, thoughts and opinions of DIY consumers are all represented in this new study,” said Bill Thompson, president, IMR. “This is market intelligence that can provide a company with valuable input to formulate their marketing and sales strategies and can give them a competitive advantage.”
According to the AAIA Fact Book, DIY products sales are projected to represent over $38 million of the $285,663 million in total motor vehicle aftermarket sales for 2007.
“Effectively identifying these DIY consumers has traditionally been difficult,” explained Thompson. “Due to the large sample size already identified from our CCAMS study conducted each quarter, IMR is able to streamline this research. It gives companies the ability to dig deeper into specific parts categories and quickly poll DIYers. Having the ability to pre-identify consumers by a particular behavior allows for a more direct and cost effective approach.”
An IMR “DIY – Consumer Decision Process” study can be completed in six weeks and includes detailed findings on each category being researched.
For more information call (630) 654-1079 or visit: www.industrialmr.com.
