MOVING METAL

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