AFI® In-Language Image Barometer Studies

The AFI® Spanish In-Language and Chinese/Korean In-Language Image Barometer Studies are key-market tracking studies providing a comprehensive look at measures of Car and Truck Make brand equity including image attributes among U.S. Spanish-language and Chinese and Korean dominant households. Both studies are conducted in-language (Spanish, Mandarin, Cantonese, and Korean) and probe respondents on key measures, image attributes and media usage. In addition to the tracking studies and other types of research described above, GfK Automotive has experience with a number of research methodologies and designs such as those listed below which we can tailor to meet your specific brand strategy issues:

• Brand Equity/Image Tracking studies including the migration of long-standing mail/telephone-based surveys to the Internet
• Regional tracking to uncover differences in brand performance—be it demand/retail or brand equity/imagery—at the regional or metropolitan area level
• Owner/Rejector studies, both quantitative and qualitative, to determine the reasons why consumers consider, but do not ultimately, purchase your brand

For more information, contact us