New attempt at a Subaru Focus Group

Someone posted another thread, but it got all sorts of off topic and people thought it was a hoax. Those that know me, know that this is for real.

We are the advertising agency of record for Subaru of America and we are looking for people to participate in a focus group.

You must meet the following criteria:

1. OWN a 2000 or newer Subaru Impreza or Legacy
2. Must NOT be a WRX/STI (i.e. 2.5RS, 2.5i)
3. Preferably be sedan variant


Reasoning, we have tons and tons of responses and information from WRX and STI owners, but that isn't the average Subaru owner. So while we appreciate all the response we got from WRX and STI owners and owners of cars older than MY2000, this doesn't help with our most recent project.

Don't worry, there will be plenty of more times for us to chat.

If you are interested, please just PM or email me.

I need your message to indicate:
1. Full name
2. Year and model of car (assuming it meets the above criteria)
3. email address

I can not promise that you will be chosen for the focus group. It is not my discretion to choose the participants, but rather I am the in between for the researcher.

If chosen you will be asked to come to our office for a hour or so session. You will receive $100 for your time and help.

Questions?

Post below, that way I don't have 37 of the exact same PMs.

 

Meh, might as well throw my hat in the ring...

{edited as recommended}

Stuart.

 

Stuart, got your info now.

Feel free to delete your personal info, if you want.

 

holy discrimination for us pre 2000s

 

yea, considering there is so much differance :laugh:

 

i would think subaru would want to know how much we love our older subies, like mine, beat the piss out of it and it still runs like a swiss clock...i turbo it to TRY to blow it up and the turbo goes out

 

You're just too hardcore for the suits, man. Beancounters fear you and your ilk.

Stuart.

 

I think you are right.

 

It's a matter of having a statistical relevant sample. With surveys and focus groups you discuss things with recent purchasers (or avoiders). So this is a pretty large sample. Some interviews, etc, are even tighter. For instance with Porsche we kept it as tight as a single body style (i.e. 997, 996, etc).

Going all the way back to MY2000 gives you essentially eight years and four face lifts, if it's older than that, it isn't relevant to this particular project, per my original post.

Keep in mind they make money selling new cars.

Also:

 

My fiancee will participate, her car is a 2002 2.5RS. She emailed on the craigslist post too.

 

It will be dependent upon size and which group is coming in.

It could very well just be held within the agency. Twelve feet from my desk. If she hasn't got back to you yet, they are probably still trying to determine location, wait a few days and send her a note back.

 

I owned a 2002 2.5RS for 3 years, does that count?

 

Nope. And you work (or will work in the industry).

People in marketing or advertising generally aren't allowed to participate in surveys.

You will notice that usually, in surveys or focus groups one of the first questions will be, "Do you or your spouse work in marketing or advertising?"

If you answer yes, they kick your results from the pile.

The reason for this is marketers/advertisers, over think and try to answer the "correct" answer vs. what the "real" answer is.

Nature of the industry. That's not to say insight can't be gleaned, but it is often slightly skewed.

I am sure we will find another opportunity.

 

I realllllllly want to do this...

but it doesnt help that I'm a marketing major and my Subaru is a '99!

 

Trust me there will be other opportunities.

 

isnt the 98/99 the same as the 00/01... lol

 

I'll be on the lookout...but it still doesn't help that I'm a marketing major!

I'm more interested in learning in the discussion group than anything...

 

It's based on age. As I explained.

 

+1

you should include us older subie owners becuase subarus last forever. mine is 12 years old and still works great. I will be coming in to buy a new subaru before any of these people that are buying 00+.

look to the older suby owners to see what the future market will be. cuase dang it in when my car finally explodes, and i rebuild it (stronger faster better) i will need a LGT for a DD. these 00+ ppl wont be doing that.

 

From post #9

 

this.... doesn't seem like a factual statement for someone conductiing much research on the cars.

 

Sorry. Piss poor writing. A base model Forester driver is likely going to be slightly different than an STI driver...i.e. regarding reasons for purchasing.

An STI driver isn't purchasing an STI for cargo capacity.

And a base model Forester owner isn't buying a Forester for performance.

Do you deny that?

And regardless, I am not the one conducting the research...I am the third party.


But I am pretty sure we are full now.

So thanks guys!

 

Have you ever read subaru's sales statistics?

Just because the enthusiasts who buy WRXs and STis post on the internet doesn't mean they aren't selling way more outbacks, 2.5is, etc. to normal people.

 

You will do well in advertising.

Smart people make me happy.

 

Did all the boring, non-turbo, should-be-driving-a-Camry, butch, granola-eating lesbians from Oregon make the decision for a fatter, slower, uglier car? Is that what happened to the new WRX and STi?

 

i'm just saying I see far more wrx / sti driven cars the tribeccas / outbacks.

 

Perception isn't alway's reality:

Keep in mind that Impreza is not differentiated by trim line, i.e. 2.5i, WRX, STI.

Maybe stuff has changed, I am not at work and don't have the current figures in front of me...this was just a quick Google.

 

I think it is good that Subaru is doing a focus group for non-hardcore purchasers (who keep the company afloat with Legacy and Outback purchases). However, the Impreza is supposed to be the bottom of their line, and Impreza prices are not that much lower than that of the Legacy. It makes me wonder what their business plan is. I don't think Subaru is situated to fight for a slice of the premium market, and I do think they are abandoning the performance market they helped create in 2002.

 

There are a lot of comments in this thread that seem way off! First of all, I can understand the comments that are being said because I understand what it is like to be an enthusiast and see it all from that point of view. At the same time, we are all already enthusiasts and therefore not the demographic that Subaru is trying to conquer. Yes, we have beat our Subaru's and they keep runnin'...yes, we won't think twice about buying another Subaru; so then why market to us?


The real competition in the car market right now is that of the 2.5i, Forester, and Tribeca. In my opinion, Subaru's target should be those that are out there looking at Camry's (please no comments about how the '08 is a Camry). I'm not saying Subaru is losing it's heritage, but it would be just plain dumb to beat it into all of our heads that Subaru is the car to buy...we already know this!!!

Basically, Subaru needs to refresh their identity and get up to date with their competitors.

marketers don't build cars...

 

well 98-08 would be a squared off number right?

 

Sure it's squared off.

But please stop arguing with me about it. It is a null and void point. As I said I didn't set the parameters for this project.