J.D. Power and Associates announced this morning at its 2007 Automotive Marketing and Advertising Issues Briefing that it has formed a collaboration with Mediamark Research Inc. (MRI) to jointly develop a pair of valuable supplements to its media studies.
The collaboration was announced to more than 200 automotive marketing and advertising professionals at the J.D. Power and Associates annual review of leading trends, opportunities and challenges in automotive marketing and media in Torrance, Calif. The J.D. Power and Associates-MRI
products are designed to offer auto marketers, their agencies and publishers the leading psychographic data on new-vehicle buyers. These data were previously unavailable for this segment of the population.
While MRI psychographics are the most widely used and respected batteries of lifestyle and attitude questions, there has never been a product to deliver these attributes, along with the magazine and cable network consumption patterns of recent new-vehicles buyers that is provided
by the J.D. Power Car and Truck Report. The MRI Psychographic Supplement to the J.D. Power report will be available in May 2007.