Ford research: Grounded in quant, with digital insights

This article discusses how Ford Motor Company, the automotive maker, conducts quantitative research in the US and around the world.

Ford research: Grounded in quant, with digital insights

Geoffrey PrecourtWarc

"My team runs all the big quantitative studies around the world," boasted Will Neafsey, Global Consumer Segmentation and Tracking/Global Market Research, at Ford Motor Company. "So we don't just talk to people from the United States, we bother people everywhere. We're the ones who send surveys to everybody [who buys] every car that we sell.

"We handle brand equity. We handle quality studies. We handle all of the buyer studies…. We have proprietary studies of our own we make. So my little band of mercenaries can get all...

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