everyone loves cars...but which ones?
TRANSCRIPT
Everyone Loves CarsEveryone Loves Cars…But Which Ones?…But Which Ones?System 1 Brand Health Tracking – Feb. 2015System 1 Brand Health Tracking – Feb. 2015
Our Approach To…Our Approach To…
System 1 Brand Health TrackingSystem 1 Brand Health Tracking
Human behaviour is driven by two decision-making Systems:Human behaviour is driven by two decision-making Systems: 1 + 2
“We are not thinking machines that feel – we are feeling machines
that think”
“We are not thinking machines that feel – we are feeling machines
that think”
Logical
Slow
Rule based
Tiring
Considered
Intuitive
Fast
Emotional
Effortless
Automatic
System 2System 2 System 1System 1
What 3 things come to your mind when you think about [brand]?
Simple and easy to use Easy to understand 26
36
The opportunity to give real opinions
Good fun to do 20
25
Less manipulative than most
They help make a difference and are good fun
13
13
Interesting and informative Interesting 11
12
They are about interesting products
Very topical and informative 10
10
(Sample: 1373 x All) %
[LOGO]
High Quality
Findings SummaryFindings Summary
3
4
4
4
2
2
2
2
2
2
2
2
Results OverviewResults Overview
72
78
40
63
Emotion-into-Action™ Score
98969695
939191
9090
8988
95
VWBMW
MercedesOpelFord
PeugeotNissanMazda
MiniHyundai
KiaDacia
% of respondents
Which of the following brands are you aware of? Please tell us if you or your household owns a car of one of the following brands.
2713
1212
55
4333
2
9
VWOpel
BMWFord
MercedesHyundaiPeugeot
KiaNissanMazda
DaciaMini
% of respondents
7 11 716 13
514
8 6 27 10
58 5452 31
26
2715
2018
20 1313
27 2731
43
4453 61 63 67
63 63 57
2 11
5 42 1
2 32
1 1 12
1
1 1 1
1 14
3 3 26 6
10
2 4 4 6 7 83 4 5 6 7 6
1.68 1.67 1.63 1.28 1.17 0.99 0.81 0.75 0.70 0.78 0.75 0.92
2 1 4 4 3
VW (251) BMW(250)
Mercedes(250)
Mini (248) Opel(251)
Ford (251) Hyundai(247)
Mazda(251)
Nissan(250)
Peugeot(251)
Kia (251) Dacia(249)
% o
f re
spon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
76,4 76,2 73,8 67,8 62,9 62,6 62,4 61,8 60,7 59,3 57,4 57,1 EiA™ Score
% Agreeing under time pressure
-2E+26
4
Different
Distinctive
Famous brand
Trustworthy brand
Reliable
High Quality
Technologically advanced
Sporty
Attractive design
Luxurious
Good value for money
Good fuel economy
Environmentally friendly
City car
Test average VW (251) BMW (249) Mercedes (250) Mini (248)
4 3
% Agreeing under time pressure
-2E+25
6
Different
Distinctive
Famous brand
Trustworthy brand
Reliable
High Quality
Technologically advanced
Sporty
Attractive design
Luxurious
Good value for money
Good fuel economy
Environmentally friendly
City car
Test average Opel (251) Ford (251) Hyundai (247) Mazda (251)
Nissan (250) Peugeot (251) Kia (250) Dacia (249)
2
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