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 February 3, 2010
MyProductAdvisor.com Measures Brand Impact of Toyota Recall
Consumer Market Research company measures Shoppers’ Preferences

Palo Alto, California, USA  February 3, 2010 – Market Insight Corporation today released information measuring some of the first impacts on shoppers’ brand preferences from Toyota’s major recall, sales suspension, and accompanying media coverage.

“Our consumer facing website obtains a ‘real-time’ direct measurement of the percentage of online shoppers who would consider available brands”, said Rich Falcone, President & CEO of Market Insight Corporation.  “This data is most relevant because it comes from real shoppers, ‘in the market’ to buy an automobile.”

While there was little impact on shoppers’ brand consideration from the initial recall announcement on January 21st, the subsequent coverage of Toyota’s suspending sales of affected models caused a serious drop in its brand consideration from 76.4% to 70.7%.  A second measure of loyalty is the percentage of shoppers who enter the process with a pronounced intention to purchase the Toyota brand.  Coverage of the recall and sales suspension announcements caused that measure to plunge by over 50%.  This effect did not occur immediately, but did so dramatically beginning on January 28th.

“The three pillars of value for our market intelligence are its timeliness (‘real-time’), the genuine nature of input from real shoppers, and the large sample sizes that mitigate risk and provide greater segmentation granularity,” says Mr. Falcone.
 
MyProductAdvisor.com is a winner of the prestigious American Marketing Association’s EXPLOR award recognizing “the most innovative use of technology in applications that advance market research.” 

About MyProductAdvisor.com (Market Insight Corporation)
MyProductAdvisor.com is a consumer facing website that provides a real-time portal into the minds of consumers.  This online service empowers shoppers through a process that gathers their preferences for specific product attributes.  MyProductAdvisor.com delivers unbiased buying recommendations to the shopper, and the preferences it collects fuel a powerful consumer intelligence system.  Enterprise companies utilize the intelligence as a unique measure of shifting consumer sentiment.  Market Insight Corporation, the company behind MyProductAdvisor.com, was established in 2003, and is led by recognized industry executives.  The company is based in Palo Alto, California, USA.
www.myproductadvisor.com        www.marketinsightcorp.com

Contact:
media.relations@myproductadvisor.com
(650) 320-8222 ext. 223