Root & Associates Automotive Market Research & Management Advisory
The Root & Associates team can be deployed to solve problems, validate assumptions, identify trends and understand lost opportunities or buying influences.
How to navigate a down market? How to create a product or service that sells itself? How to improve growth rates?
The answers to all of these questions can be identified by clearly understanding your target market. Success stems from answering the question “what problem does your product or service solve for the individual buyer or end user?”
The difference between a good product and a great product is directly related to how well the offering solves the users’ needs or problems.
In today’s uncertain marketplace, listening is more important than ever.
Market Research Specialties Include:
- Qualitative Analysis
- Quantitative Analysis
- Consumer Trends
- Buying Influences
- Competitive Analysis
- Product & Market Validation
- Emerging Opportunities
An Industry Leader:
“Over the past seven years, I have known Kevin Root as an industry leader and strategic partner. His research has been among the best and most influential in the automotive internet industry. Kevin has the rare ability to think broadly about the implications of new trends and ideas. He would surely be an asset to any firm dealing with online marketing in the automotive industry.” – Dennis Galbraith, Former Executive Director, Automotive Internet J.D. Power and Associates
Sample Market Research: The 2007 Dealer eBusiness Performance Study
The Cobalt Group, in partnership with Yahoo! and R.L. Polk & Co., conducted the 2007 Dealer eBusiness Performance Study: The New Buying Influences- to better understand current automotive dealership Internet lead handling and the impact of search and consumer-generated media on vehicle shopping and purchase behavior. Using a variety of research methods, the companies set out to answer the following questions:
How are consumers utilizing the Internet, search and online consumer-generated media to shop and select a dealership?
How do online dealership reviews and reputation, lead response and professionalism of sales staff impact consumer purchase decisions?
What are the current dealership eBusiness performance levels?
How much Internet lost opportunity occurs at dealerships and what are the causes?
What are high-performing dealerships doing to meet consumer expectations and successfully convert Internet opportunities?
The result is a comprehensive report on the state of online car shopping today, and is meant to inform and guide automotive manufacturers, dealer groups and dealership employees on the current state of the industry, important trends and what they can do to maximize business opportunities in an Internet-driven marketplace.
I led this year-long effort that combined five separate studies into one comprehensive report. It was the third in a series of industry reports on the state of eBusines performance that I directed while at the Cobalt Group.