GfK teams up with Pointlogic on car brand attitudes

GfK-Pointlogic Brandpoint integrates data from GfK’s Automotive Image Barometer Study with an interface from Pointlogic to allow users to analyse Image Barometer findings on attitudes towards and perceptions of automotive brands with interactive graphics and charting.

The software also allows users to generate simulations and see how brand KPIs will change given hypothetical shifts in the perceptions of their brands.

“The relationships between drivers and auto brands are only growing more complex,” said Don Deveaux, managing director of GfK’s automotive team. “Through Brandpoint, we are providing a unique combination of rich brand health data and user-friendly analytical software.”