This paper describes the use of easy, fast, cost-effective research that an automobile dealership network can use on a regular basis to obtain knowledge from the consumer that will help ongoing marketing programs. The approach uses segmentation based upon the mind-set of the customer, which may better link with their responsiveness to communication by advertising, and showroom design by engineering.The paper describes a new application of conjoint measurement designed specifically for actionability by car dealers. The presenters address jump-starting the creativity process by incorporating consumer feedback into the interview through open ends. The ease of using the system to create and launch new studies makes such feedback simple to incorporate into the next study wave.
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