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Talk Track - Keller Fay 2015
Conversations build brands
readers had
1.6 billionconversations about carsand car brands in 2015,
66%of which were
positive
Independent research:
Major quantitative study: 1,000 respondents
In-depth qualitative: 4 x 2hr focus groups
Detailed homework
Research objectives & Methodology
Illustrating key influences during the journey
Expanding family
Economic hardship
Breakdown replacement
Pragmatic
Emotional
Life events dictate purchase decisions
Wish list:
Fuel efficiencyReliability
Space
Wish list:
PerformanceStyle
New features
Contracting family
Increased income
Thirst for new
The car consideration journey is continual
(Dashboard) (Roadmap) (Passenger)
43%say print
convenienceis advantage
51%say wealth of information
onlineis advantage
3 influencers provide different benefits during the journey
Print Online WOM
26%Talk to friends
about motoring every week
Research journey:
Short Long
Information source:
Advertising Reviews
Content description:
accessible easy to understand
trustworthy
reliablewell respected inspirational
Our audiences have different journeys
Research led to change in
Increasereach
Lengthenreadership over
the week
Incorporatefamily decision
making
Align lifestylecontent to
nurture triggers
This change sits well with advertisers
Lifestyle
Print to Online
Audiences
3 key learnings
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