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RESEARCH: Auto Express Driver Power 2011

Provided by Dennis Publishing Ltd
Now in its tenth year, the survey communicates the views of drivers in the UK in relation to cars, insurance and dealerships

What was the Challenge / Background of the Campaign?

Driver Power is Auto Express's car owner reliability and satisfaction survey. Now in its tenth year, the survey report presents the frank and honest views of drivers in the UK. The aim of Driver Power is to communicate the views of drivers in the UK. The charts, data and reports we produce are intended to pool and present comparative views from the car buying public.

What was the Solution?

The survey addresses the overall satisfaction of respondents with their cars against their own expectations. A similar strategy is used to rank the scores by those filling in Driver Power questionnaires. Driver Power 2011 comprised of 70 questions. Questions about the car, dealerships and insurance have remained the same from year to year so direct comparisons can be made.

What were the Results?

The survey was live between 1 October 2010 and 18 February 2011. In total we received 22,698 responses (21,663 online, 1,035 paper entries). All the data is analysed and processed by an independent data processing agency (Pecsdata).

What were the Key Learnings of this Campaign?

Because models are marked by their owners against their own expectations it's possible for us to rank the likes of city cars against performance models.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsIn total we received 22,698 responses
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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