Background, Objectives & Methodology
Research was conducted in six select markets to understand awareness levels, key attitudes, decision criteria, influential and lifestyle factors that are components in the decision process to purchase a vehicle modification. Following this year’s National Mobility Awareness Month, NMEDA will be conducting a post-read in the same six markets to gauge the campaigns effectiveness.
The analysis searched to uncover the following key measures:
- Awareness (Unaided and Aided)
- Perceived benefits (if any)
- Lifestyle characteristics
- Demographic profile
- Influencers by potential customer segment (age/geography)
- Competitive awareness and competitive set definition
- Attributes and importance
150 online interviews were conducted between February 17th through February 21st. Respondents were screened to meet the following criteria:
- Ages: 18+
- Reside within 50 miles of the following cities: Tampa, New York, Los Angeles, Philadelphia, Dallas or San Francisco
- Caregivers of people with limited mobility or people with limited mobility
- No competitive employment or households employed in market research, advertising or media
2014 Consumer Awareness Study Results (Post-read)
2014 Consumer Awareness Study Results (Pre-read)
2012 Consumer Awareness Study Results (Post-read)
2012 Consumer Awareness Study Results (Pre-read)