J.D. Power, MRI Track Car Buyers

LOS ANGELES J.D. Power and Associates said it would offer agencies more accurate psychographic profiles of new car buyers via a collaboration with Mediamark Research Inc. (MRI).

The first reports with fused data should be released in May and could change the way shops develop media plans.

“Agency media planners were using our psychographic studies, but not technically correctly,” said Gene Cameron, vp, media solutions at J.D. Power. “They would take our audience figures of new-vehicle buyers, then adjust according to the psychographic composition of magazines’ audiences using MRI—but the two studies use different bases.”