How is Market Research Information used by Ford?

[Magz__]

[Anna]

to get a feel of what the customer needs and accordingly improve:
- products: design cars that better meet the demand
- sales channels: improve the way they sell the cards also depending on what the customer wants (that could be increasing their direct sales presence, digital presence - wesbites, self service kiosks with basic info, etc.)
- marketing: understand who their customers are and potentially tap into new segments (youth, professionals, etc.), assess the potential revenue and market share from each segment and develop the requirements to target those new segments
- communication: once they know who their segments are, understand how to best communicate with them - what messages to use, which channels to use (billboards, TV ads, magazines, emails, social networking, viral marketing, etc.)

All companies do regular market research to get this type of info and revise / improve their strategies. It's essential to understand your customer if you want to succeed in the market. and in understanding the customer, you need to understand his behavior vis-a-vis your brand and also your competitors, so many times you will have questions about other companies in a Ford survey or whatever. This will tell them which companies are better perceived in each segment (youth, families, professional, seniors, etc.)