Background:
For automotive manufacturers, understanding consumer perception is just as important as understanding product performance. Over the past decade, the industry has experienced major disruptions driven by connected mobility, autonomous technology, and electric vehicles, shifting consumer expectations. Automotive brands continue to need more than survey data. They need long-term insight into how consumers perceive quality, innovation, trust, and positioning over time. Brand Health Gurus set out to build a longitudinal tracking program capable of delivering that strategic perspective across multiple automotive brands and markets.
To support the effort, they needed a research partner that could provide:
- Scalable global execution
- Multilingual programming and field management
- Consistent tracking methodologies
- Responsive client support
- Flexible reporting and visualization tools
The Solution:
Over a nine-year partnership, Prodege has supported Brand Health Gurus in building and managing a comprehensive multi-country Automotive Brand Health tracking ecosystem.
The work includes:
- United States: Light Vehicle Brand Study
- Mexico: Non-Luxury Automotive Study
- Mexico: Luxury Automotive Study
- Latin American & Caribbean: 10-Country Automotive Study
Prodege manages key operational components including:
- Survey programming
- Local Language Adaptation
- Hosting and field management
- Data processing
- Reporting through Insights Builder
Methodological rigor was vital given varying respondent accessibility and infrastructure.
These studies evolve alongside the industry, incorporating emerging topics like autonomous driving and robotaxis, while maintaining strict consistency for long-term trend data. Crucially, their primary focus remains on shifting consumer perceptions rather than technical product changes alone.
This allows automotive manufacturers to better understand:
- Competitive brand positioning
- How targeted messaging shapes brand equity
- Which vehicles best connect with key audiences
- How brand strength directly links to sales and profit outcomes
The Partnership Difference:
For Brand Health Gurus, the relationship with Prodege extends far beyond operational support. One of the defining strengths of the partnership is the level of responsiveness and attention Prodege consistently delivers.
“Prodege continues to make our team feel like a top-priority at every stage of the engagement. From strategic collaboration to day-to-day execution, the partnership is built on accessibility, trust, and a commitment to ensuring everything runs smoothly.”
– Mike Weil: Founder, Brand Health Gurus
The Impact:
Through the partnership, Brand Health Gurus has successfully established a scalable automotive intelligence program capable of delivering long-term strategic value across multiple regions. The collaboration continues to help provide:1. Consistent longitudinal automotive brand tracking
2. Expanded research capabilities across Latin America and the Caribbean
3. Scalable support for complex multinational studies
4. Actionable insight into consumer perception and brand positioning
5. Strategic storytelling that goes beyond raw data
Key Takeaway:
In today’s automotive landscape, understanding consumer perception is critical to maintaining brand relevance. Together, Brand Health Gurus and Prodege have built a research partnership designed to deliver industry-leading data quality and actionable insights that reveal how consumers think, feel, and decide on their next new vehicle.
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