Parts Brand Research
At IMR, we always begin by establishing the facts. It’s important to understand a brand stands for, and what its values are, especially, in the eyes of your customers. Furthermore, it’s important to recognize how these compare with the values of your competitors.
IMR has existing, off the shelf, research on many parts brands within our CCAMS and Installer Parts Tracking syndicated studies that measure unaided and aided awareness, usage, preference, brand share, brand attributes and other useful insights to help you get a quick understanding of your brand position in the market place.
In addition to syndicated, readily available brand research, we deliver customized brand studies that provide direction, insight, and uncover opportunities to strengthen competitive position. We view brand development as a mix of creativity and marketing information to uncover brand positioning opportunities in market spaces often cluttered with brand noise.
We tackle b2b branding research with a structured approach, assessing your brand’s value by measuring its performance at every stage of the brand funnel (shown below). This includes the vitally important component of awareness. Without awareness, the brand is effectively useless. Being able to measure interest is equally important since it enables us to determine whether your brand is in somebody’s ‘consideration set.’
It is important for us to measure both penetration – that is the percentage of your target market that actually uses your brand – as well as advocacy levels (those who are likely to recommend your brand).
A very useful way of measuring brand efficiency is to calculate the proportion of those that are likely to recommend your brand compared to the total number who are aware of it.
Only when you understand your own strengths and weaknesses, and those of your competitors, is intelligent brand strategy possible. Recognizing those strengths and weaknesses at different stages in the brand funnel can, for example, enable your direct marketing resources to be directed where they will be most effective. Competing brands, meanwhile, can be attacked in the areas where you can see that they are weak.
Related Syndicated Research
August 1, 2017
Threats to General Repair Shop Business
In June, we asked general automotive repair shops about current and future threats to their business. Of the six current/future threats asked about, the cost of tools and equipment required …
July 18, 2017
eTailing in the Automotive Aftermarket
Overall, eTailing* amongst General Automotive Repair Shops was reported as 5.5% in May 2017. General Automotive Repair Shops that focus on Domestic vehicles versus Foreign vehicles have different eTailing habits. Seven …
January 30, 2017
Vehicle Not Performing Well Primary Reason Both DIY and DIFM Customers Get Ignition Parts Serviced According to IMR Inc.’s CCAMS Study
Whether it’s a DIYer or a DIFM customer, a vehicle not performing well is the primary reason that motorists service or repair their vehicle when it relates to ignition parts, …
January 25, 2017
Repair Shops Make WD First Choice for Domestic Vehicle Ignition Parts According to IMR’s Repair Shop Tracking Study
When looking to purchase ignition parts for domestic vehicles, independent repair shops usually call a warehouse distributor first. According to IMR Inc.’s Repair Shop Tracking Study, 56.3 percent of repair …
January 23, 2017
Almost 25 Percent of DIYers Do Some Research Before Purchasing Ignition Parts According to IMR Inc.’s CCAMS Study
When it comes to ignition parts, DIYers like to have some information before making a purchase. IMR Inc.’s Continuing Consumer Automotive Maintenance Survey (CCAMS) shows that 27.5 percent of those …
January 10, 2017
Claritas’ PRIZM Premier Data Now Integrated into IMR Consumer Automotive Research
Unique Research Provides Clear View of Automotive Parts and Service Consumers’ Purchases, Lifestyles, Behaviors and Preferences Westmont, Ill., January 10, 2017 – IMR Inc. syndicated consumer automotive research tracking study …
August 8, 2016
When it comes to Replacing Tires; Many DIFM Customers Get the Message About Preventative Maintenance According to IMR Inc.’s CCAMS Study
DIFM customers don’t mess around and heed the preventative maintenance message when it involves tires. Almost 25 percent of DIFM customers surveyed in IMR Inc.’s Continuing Consumer Automotive Maintenance Survey …
August 3, 2016
Almost One in Four DIFM Customers Upgraded Their Tires When it came Time to Replace Them
Almost 25 percent of DIFM customers interviewed in IMR Inc.’s Continuing Consumer Automotive Maintenance Survey (CCAMS) said when it came time to replace their tires, they looked for better performance …
July 13, 2016
Most DIYers Head to the Store for Filtration Products
The auto parts retailer or the discount store/mass merchandiser are the preferred choice of DIYers for filtration products. According to IMR Inc.’s Continuing Consumer Automotive Maintenance Survey (CCAMS), 48.7 percent …