Challenge
A major auto brand sought to evaluate its competitive position among high-income luxury consumers, while also evaluating the impact of a recent sports partnership.
Solution
The IAB Insights Engine surveyed 2,000 US consumers that either own or lease a luxury vehicle and have a household income of $150,000 or more. Respondents were further segmented by DMA, age and gender, and sports viewing habits. The study was conducted in three waves over Q1, Q2, and Q3.
Results
Through the IAB Insights Engine, the auto brand garnered several key actionable insights including:
- Brand momentum is strong, with 50% of consumers reporting an improved opinion of the brand over the past year.
- This improvement in brand perception was driven by the brand’s modernized design, advanced tech, improved quality, and contemporary marketing.
- The sports partnership proved to be highly aligned with the brand’s target audience, with 54% of luxury vehicle owners following the sport.
- 37% of consumers reported increased consideration for the brand following its sports partnership.
Put the IAB Insights Engine to work for your own brand. Contact [email protected] to learn more.