New Subaru Survey on Brand Image and How Changes Will Affect Image

[oddseth]

I just filed through a new survey from SOA regarding their Brand Image and changes for the future. The invite looked like this:

 

 

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Given the valuable input that you have provided us in past surveys, we would like to invite you once again to participate in a new research experience that examines how you view the Subaru brand today and into the future. We are particularly interested in what you feel are the strengths and weaknesses of the Subaru brand. The survey will take about 15 minutes of your time and your participation, as always, will be greatly appreciated.

To show our appreciation for your participation, your name will be entered into our January, 2009 Sweepstakes with a Grand Prize of $5,000. If you respond within 48 hours of receiving this email, your name will be entered twice! The winner of the Sweepstakes will be announced in January, 2008.

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Subaru cares about your privacy. Let me assure you that all your responses will be held in the strictest of confidence and will be analyzed only in aggregate form. Your valued input will be solely used to improve our ability as a company to better serve you. The survey will be available for only a short period of time so please take it at your earliest possible convenience.

Again, thank you for choosing Subaru.

Best regards,

Hiroyuki Shinohara

Vice President

Subaru Research & Development

 

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If you are experiencing technical problems, please click here

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The main idea behind the survey was how does an existing owner feel that specific changes will affect the brand. For example, they asked if I would ever buy a Legacy if it was FWD or RWD (my response was AWD only but FWD is totally unacceptable). They also asked whether I thought specific features were good or bad for the brand and image: smaller vehicles (maybe), hybrids (no), diesels (yes), lighter vehicles (Yes), turbos (Hell Yes), reduced safety features (no),etc.

 

There were many pages on the survey where I had to give verbal answers, usually justifications for answering a question a certain way. I tried to stay detailed and focused and commented that performance, uniqueness, safety, awd, and durability are all key to the Subaru brand and if they improve on these attributes, I will continue to buy subarus. I tried to focus on performance and gave specific references to better standard suspension tuning and direct injection turbos for improved powerband and efficiency. I also focused on drivability and usable performance.

 

I drew the following conclusions:

1. Subaru is gauging interest in decontented, smaller vehicles (fwd, non-turbo) that are cheeper and more simple.

2. Subaru is trying to figure out how current owners view their image.

3. Subaru is trying to figure out how to balance performance/value in their new cars under development.

4. Subaru is trying to figure out how important the environment and fuel efficiency is to their owners.

5. Subaru is trying to figure out what types of emotional influences are important to their buyers and the brand as a whole.

6. Subaru is trying to figure out how to poise themselves for the future.

 

I am curious to find out how others viewed this survey and if they think it is a good survey? I think it is probably the most meaningful survey they have provided so far and I hope they actually use the information wisely in ther R&D of future vehicles.

[snow05gtRI]

says the winner will be announced January, 2008 ....that was last year???

 

edit: after reading the begin survey link it has 2009...must be a typo..

 

is that through mysubaru?

[Wang Lung]

Unfortunately, surveys are only "followed" if they confirm what the principal wanted to do anyway.