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Polk to Accelerate Auto Research
US-based R. L. Polk & Co. has launched the Polk Center for Automotive Studies, promising findings within 48 hours of a study's inception through a combination of rapid survey development and 'instant-response technology'.
The Center aims to provide up-to-the-minute insights into what cars people are buying, what persuades them to buy, and how the industry can best attract new customers. It will make use of national Internet consumer polls, conducted with the help of online MR agency Database Sciences, Inc.
The new division will be led by Lonnie Miller, Director of Polk's Analytical Solutions, and Jeff Martini, Polk OEM VP. According to Martini, the Center will 'investigate important topics such as what economic and personal news most influences consumers' purchase decisions, and how automakers can appeal to diverse consumer groups'. Miller hopes it will provide 'another level of understanding about the car-buying public'.
Polk is online at www.polk.com . Database Sciences, Inc is on the web at www.databasesciences.com
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