New Sightings of Brand Communities
Nothing Sells like Sincerity

Marketers Need Customers' Help

It's not easy for companies with long production cycles and complex distribution like the car companies to include volatile consumer preferences in their product planning, but they are finally figure out more ways to do it because, well, they can't afford not to.

Link: - Ford mines consumers' wants by Sharon Silke Carty

Mike Kilander, vice president of business development for, says part of the problem automakers face is that they make decisions based on potentially flawed data. For example, a study of the Miami market shows that 31% of all Corvettes sold there were black. But only 19% of buyers using the Edmunds Web site were interested in a black Corvette.

"You're essentially trying to forecast in a push industry," says Kilander, who is developing a consumer forecast product for Edmunds. "One of the problems is, you're relying on data that is suspect. If 20% of the people bought a car that wasn't what they really wanted, and then you're basing your future decisions on that data, you've got a problem."

That's why Ford is gathering data today at on Fusion that will be put in use in June — which is still three months before the car reaches the market.


Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)