A revised view of what customers want is essential. Multi-phase research gives auto brands the insights they need to adjust activation strategy to meet current needs.
While it’s become commonplace to discuss the fact that Auto manufacturers are facing an unusually challenging road ahead, this blog has always looked for ideas to offer as potential solutions. In this edition, I’ll outline some major initiatives that should be considered, driven somewhat by some recent PwC analysis, that the industry could see tariff-related costs jump from $8 billion to nearly $78 billion annually, driven largely by the 25% duties imposed on non-USMCA-compliant vehicles and parts. For brands with complex global supply chains and multi-brand portfolios, this cost pressure comes on top of a volatile demand landscape and tightening consumer spending.*
Auto brands need an up-to-date understanding of their customers to stay ahead. What are consumers thinking now? How will their expectations shift over the next 3 to 18 months? And how can brands adjust their targeting, offerings, and communications to meet those needs while protecting their margins?
Multi-phase research gives brand teams a way to assess their situation from multiple angles and refine activation strategies using both customer input and data-driven insight.
Here are three areas where research helps auto brands pivot to meet customer needs.
1. Identify clear targets based on the current market status.
With uncertainty shaping customer priorities, it’s no longer enough to rely on legacy segmentation. Brands must define actionable segments grounded in current attitudes, behaviors, and emotional drivers. Multi-phase research helps identify high-potential targets—those most likely to convert, trade up, or stay loyal under pressure. With clearer segments, brand teams can optimize their spend on advertising, media buys, and email campaigns.
2. Optimize offerings to meet current needs.
Consumer expectations for safety, durability, value, and environmental performance shift quickly—and not always in sync with production timelines. Optimization research reveals which product features and services matter most right now and uncover gaps between brand perception and customer needs. For manufacturers, this information helps align innovation, pricing, and inventory decisions with what the market actually wants—while staying within operational and supply chain constraints.
3. Communicate effectively with potential customers.
Multi-phase research identifies not just what to say, but how and when to say it. From message testing to emotional positioning, communication research helps brands shape communications that resonate with each segment’s mindset. This ensures campaigns hit the right tone—whether it’s highlighting performance for enthusiasts, safety for families, or long-term value for price-conscious buyers.
As we enter a time of heightened financial pressure and shifting consumer priorities, multi-phase research will help auto brands stay grounded in what matters most to their customers. Research insights lay the groundwork for smarter investments, stronger customer connections, and adaptable strategies.
Contact us to discuss how segmentation research can help you target, message, and grow more effectively.
*PwC. “What Reciprocal and Current Tariffs May Mean for U.S. Companies.” April 2025.
