IMR Adds PRIZM Lifestyle Data to Auto Tracking Study

In the US, automotive research specialist IMR has integrated data from Claritas' PRIZM lifestyle segmentation system into its syndicated consumer automotive research tracking study (CCAMS).

IMR conducts syndicated and proprietary MR studies that focus on automotive parts and services, repair shops, technicians, accessories and vehicle technology trends. The combined IMR CCAMS+PRIZM will supply consumer insights from actual automotive parts and services category purchasers, including details about their lifestyles, behaviour and preferences. This will mean tracking data for more than 200 automotive parts, chemicals and services can now be segmented by 68 PRIZM segments, as well as by many other automotive specific segments such as the DIY category; various auto parts stores and retailers; professional service outlets; vehicle make; and vehicle age.

Bill Thompson, President of IMR, says the deal is 'the first-of-its-kind in the automotive industry'. He adds: 'With the integration of PRIZM Premier, we've extended what we know about automotive parts and service consumers and now have unique insight into their lifestyles, attitudes, media behavior, shopping behavior and much more'.

Web site: www.automotiveresearch.com and www.claritas.com .