Consumers tell us how they feel and what they want right now on social media, but most companies aren't really listening. And if they are, they haven't been able to achieve a level of granularity or accuracy that is actionable for the business. Automakers have a unique opportunity to use social media data to gain a strategic advantage over the competition- if they use it in the correct way. Counting several major global automakers as clients, the Crimson Hexagon teams explored new ways in which these firms can tap existing consumer perceptions of brand, individual nameplates, and distinct vehicle categories to drive marketing success.
Through deep analysis of social data, we seek to discover opportunities for automotive companies to gain insight into consumers' nuanced, evolving perceptions. In this document, we discuss our research findings and explain the implications for automakers and their creative agencies.