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JD Power to Add Mediamark Psychographic Data
JD Power and Associates has joined forces with multimedia audience research firm, Mediamark Research Inc (MRI), to offer auto marketers and their agencies psychographic information about new-vehicle buyers.
JD Power produces an annual 'Car and Truck Report' which examines the magazine and cable network consumption patterns of around 45,000 recent new-vehicle buyers. From August this year, MRI will supplement this report with psychographic profiles based on how personality, values, attitudes, interests, or lifestyles influence auto purchase. The merge will use the statistical technique known as data fusion.
Gene Cameron, VP of Media Marketing for JD Power, explained that psychographics have not previously been part of magazine or TV audience studies of specific vehicles or vehicle segments. He commented: 'Linking psychographics to media behaviour by vehicle segment addresses a market more and more interested in aligning vehicles to a psychographic target versus merely demographics. We can now provide marketers with guidance on where and how to advertise to reach those specific customers.'
JD Power and Associates was established in 1968 and now has offices serving Canada, UK, Europe and Asia Pacific. MRI is part of the GfK Group and conducts more than 26,000 personal interviews with consumers annually throughout the US to produce syndicated reports and data for electronic access. The US firms are online at www.mediamark.com and www.jdpower.com .
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