Reckless Survey on Reckless Driving
DDI: 72
The media went wild over this survey on reckless driving, conducted by an independent researcher for insurance company. I count over 450 placements in print and electronic as of this writing. Despite the pure PR push behind these data, the survey covereage is likely to have a signficant effect on the mind share of consumers who are either thrill-seekers or nervous nellies behind on the wheel. This will adversely impact the Data Dump Indices of auto insurance companies and sports car manufacturers.
For instance, The DDI of Geico is currently 128 vs. the DDI for Travelers is 108. However, this latest round of consumer survey data does little to affect the validity, reliability, or accuracy of the aggregate DDIs for insurance products and I will continue to monitor surveys this quarter before changing insurance-related DDIs. For now, marketers merely should glance over the media coverage of this survey if they are creating messages to thrill-seeking consumers or insurance-conscious individuals. Continue also to monitor the Data Dump Index of this category in the short term.
The media went wild over this survey on reckless driving, conducted by an independent researcher for insurance company. I count over 450 placements in print and electronic as of this writing. Despite the pure PR push behind these data, the survey covereage is likely to have a signficant effect on the mind share of consumers who are either thrill-seekers or nervous nellies behind on the wheel. This will adversely impact the Data Dump Indices of auto insurance companies and sports car manufacturers.
For instance, The DDI of Geico is currently 128 vs. the DDI for Travelers is 108. However, this latest round of consumer survey data does little to affect the validity, reliability, or accuracy of the aggregate DDIs for insurance products and I will continue to monitor surveys this quarter before changing insurance-related DDIs. For now, marketers merely should glance over the media coverage of this survey if they are creating messages to thrill-seeking consumers or insurance-conscious individuals. Continue also to monitor the Data Dump Index of this category in the short term.
posted by Darren Bosik at
Thursday, March 16, 2006
