Ford draws insights from pizzas and smartphones

This event report looks at how Ford, the automaker, and Luth Research, the insights provider, aimed to understand changing consumer habits by analysing how shoppers bought not only cars, but also electronics (in the form of smartphones) and fast food (by looking at ordering pizza).

Ford draws insights from pizzas and smartphones

Geoffrey PrecourtWarc

In a marketing ecosystem where the rules of engagement are uncertain, what better way to discover insights about automotive sales than to compare mobile phones and fast food?

So reasoned San Diego-based Luth Research on an insights-discovery mission undertaken for Ford Motor Co.

At the Advertising Research Foundation's 2014 Re:Think conference in New York City, Dennis Gonier, a digital strategist at Luth, described the circumstances leading to this new twist on the apples-and-oranges comparison: digital data is more ominous. It's threatening. It's intimidating. And no one is sure what...

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