Automotive

Product Innovation

Phoenix’s vast set of data, combined with predictive modeling for the automotive market inspires us to develop market-leading, client-focused, product and delivery innovations. One reason we’re a market leader in this area is because our team is free to act as they see fit, in the best interest of each client. They are not hamstrung by arbitrary procedures, but are able to improvise, make connections, and innovate custom solutions for each client.

The Phoenix automotive group provides state-of-the-art techniques in product development, product naming, innovation concept labs, pricing models, virtual mailbox models, website evaluation, advertising optimization, Turf and tournament models and other innovation products continuously under development.

For more information click on one of the links below.

Phoenix Product Innovation Model

Product Innovation research covers a comprehensive range of concepts, including new products and product line...

Product Innovation research covers a comprehensive range of concepts, including new products and product line extensions, programs, positioning and naming, packaging, pricing, promotions and place (delivery channels).
The Phoenix team works with clients through the entire process of uncovering new consumer insights, designing and testing concepts, simulating business case scenarios and tracking market acceptance.

Phoenix Print Evaluator

Phoenix’s Print Evaluator provides marketers with a tool for copy testing any type of print...

Phoenix’s Print Evaluator provides marketers with a tool for copy testing any type of print creative that combines the detailed commentary of a qualitative interview with the projectability and speed of an online, quantitative survey.  Designed as a next generation “Heat Map” tool, our Print Evaluator expands upon the standard print ad appeal open-end, enabling researchers to get “focus group-like” consumer feedback on different aspects of print creative on a quantitative basis.  Using their mouse, respondents select specific likes and dislikes and for each selection, respondents are asked to provide detailed feedback as to why that area stood out for them.  The result is a blueprint for ad optimization.  The tool can be applied to advertising/communications at all stages of development – from rough concepts through to finished creative.

Phoenix Biometrics

Biometrics is an online research method using video technology to track eye movements and facial...

Biometrics is an online research method using video technology to track eye movements and facial expressions providing qualitative emotional feedback on a quantitative basis.  Panelists are prequalified to have web cams and participate in the survey as usual.  When evaluating creative elements (TV, Print, Digital Display, Email, Websites, etc.), the facial tracking software analyzes their responses by tracing 6 key emotions on a moment-by-moment basis.  Eye-tracking and emotions provide information which can be used to make better design and marketing decisions.  This technology can be used in concept tests, disaster checks, in-market campaign tests, website content placement tests, email optimization studies, etc.

Phoenix Turf Models

Clients use our TURF (Total Unduplicated Reach and Frequency) studies to develop the optimal bundle...

Clients use our TURF (Total Unduplicated Reach and Frequency) studies to develop the optimal bundle of features/ benefits for new product communications during the early stages of communications development.  Respondents rank benefits on importance and uniqueness and the analysis uncovers the combination of benefits that provides the highest probability of resonating with the target audience.  The optimal bundle set is a helpful road map to guide creative development.

Phoenix Data Cube

The Phoenix Data Cube is a powerful tool that is used to help determine a...

The Phoenix Data Cube is a powerful tool that is used to help determine a brand’s share-of-voice (SOV) in a particular market/DMA and among specific demographic targets.  With access to Phoenix’s database of detailed media spend information, this tool can help a brand adjust its media spend allocations depending on its strategy within a given market as well as understand the competition’s media spending strategy.

Phoenix Hispanics on the Move

Phoenix’s Hispanics On-The-Move methodology is an innovative, decidedly-relevant approach that enables clients to take a...

Phoenix’s Hispanics On-The-Move methodology is an innovative, decidedly-relevant approach that enables clients to take a quick, economical, and reliable read of the pulse of an Hispanic audience. Custom, in-language insights into the Hispanic population are provided, with discrimination by level of acculturation not available elsewhere — for a much lower investment than traditional Hispanic research. Segment data by age, gender, level of acculturation, or any combination of desired variables.

Phoenix Acculturation Model

Phoenix Multicultural has developed a proprietary Acculturation Model. This model has been tested and refined...

Phoenix Multicultural has developed a proprietary Acculturation Model. This model has been tested and refined over the past ten years, and is the only such model in existence. U.S. multicultural consumers are classified into one of 5 segments based on their responses to a series of attitudinal, behavioral and psychographic questions. This model has been developed for use with any ethnic segment.