Automotive Shopper Acceptance and Rejection Evaluation

Custom designed to meet the needs of OEM planning personnel, Harris Interactive and Kelley Blue Book introduce AutoSHARE, a proven method of measuring in-market shopper’s acceptance and rejection of specific vehicles. Utilizing intercepts from Kelley Blue Book’s extremely popular www.kbb.com, AutoSHARE supplies real-time nameplate and vehicle specific avoider and rejection metrics.

Focused on near-term, in-market shoppers - six months or sooner to purchase or lease - AutoSHARE provides an insider’s view into vehicle consideration. This real-time, actionable data reflects shoppers' detailed reasons for their vehicle consideration while they are engaged in the purchase decision process.

Forecasting Near-Term Buyer Behavior

Utilizing Internet-based consumer surveys, AutoSHARE captures late stage new vehicle shopper behavior, providing a rapid stream of market intelligence and enabling corrective actions in a timely manner. Unlike post-purchase behavior methodologies that take four-to-six months to complete, the immediacy of AutoSHARE can be extremely effective and impactful in providing OEM planners opportunities to tailor market communications, advertising and alter future product development.

Standard AutoSHARE Metrics

AutoSHARE provides the following detailed information:

• Model-level summary of awareness and consideration of target vehicle compared to its competitive set, including the following consumer groups:
  
• Not aware of the model
• Aware of the model, but not considering it
• Considering the model, but not number one choice
• Considering the model, vehicle is number one choice

• Detailed diagnostics for each of these four groups including specific reasons for acceptance or rejection of each vehicle.

• Shopping process insights including:
  
• Degree of active shopping for each vehicle in the competitive set.
• Customizable product, price and dealer-related issues

Contact Us

For more details on automotive and transportation research products and services contact us at info@harrisinteractive.com or call 877.919.4765.

Kelley Blue Book^® is the most trusted vehicle information resource by both consumers and the auto industry, providing research tools and up-to-date pricing on thousands of new and used vehicles, including the company’s New Car Blue Book Value, which reveals what a new car is actually selling for. Since 1926, car buyers and sellers have relied upon Kelley Blue Book for authoritative and unbiased information to make well-informed automotive decisions. The company reports vehicle prices and values via products and services including the famous Blue Book Official Guide^TM, software and Internet site, kbb.com. Kbb.com has been rated the No. 1 automotive information site by Nielsen/NetRatings. No other medium reaches more in-market car-buyers than kbb.com; one in every four American car-buyers complete their research on kbb.com.