Purchasing a vehicle is a big decision, one that requires both a significant financial commitment and many hours of research. People are constantly cycling in and out of market depending on where they are in their life stage (shifts in income, age, change in family size or length of commute), which can greatly impact how they shop. To better understand their mindsets, Jumpstart commissioned global research firm, Ipsos Connect, to uncover shoppers' underlying motivations, opinions, and sources of information they trust most during the research process. Through qualitative research (focus groups and one-on-one interviews in Houston, Texas and Sacramento, California), then quantifying—with measurable data—those findings through a series of national online surveys, this study provides a look at general trends and addresses some of the fundamental differences among these key demographics.
From a heartfelt homage to David Bowie to a car chase that involved a not-so-usual suspect, this year's auto spots in the Super Bowl proved to have a little something for everyone.
Jumpstart Automotive Group surveys visitors to find out how shoppers are researching vehicles today.
As consumers, we like to eat delicious food, drink wine, and buy nice things, even when we understand the potential negative impacts, health or otherwise. With more data and information available to help us make choices, we're torn between giving into what we really want and making rational decisions.
As marketers, we must find ways to keep consumers focused on the positive, to appeal to emotion (trust, imagination) and rationale (convenience, logic). Here are three ways to do it.