New marine research group is formed
ROCHESTER, N.Y. and FORT LAUDERDALE, Fla. – Harris Interactive Inc., a worldwide full-service market research and consulting firm, has introduced a new marine research group that will serve North American boat manufacturer and supplier firms under the direction of newly hired Jack Lighton, Jr.
The Harris Interactive Marine Industry Research program, a division of the Automotive and Transportation Research group, will provide unique insight into customer preferences and buying behaviors for bass boat, small and large runabout, cruiser, coastal fishing, pontoon, ski and wakeboard boat and personal watercraft manufacturers.
The research will measure customer satisfaction related to product sales, service and dealership experience, exterior and interior styling and craftsmanship. It can rate performance and satisfaction for engine and propulsion, comfort and convenience, as well as ride and handling. In addition, the research will cover:
– Product quality research and analysis
– Concept and design screening
– Customer loyalty measurement
“Now marine industry companies can commission proprietary consumer-based research or participate in multi-client industry studies to easily learn more about what their customers want,” said Scott D. Upham, senior vice president of Harris Interactive’s Automotive and Transportation Research group.
“We foresee the marine industry as a unique opportunity for us to expand our ATR business, given the premier companies involved in this space; and we believe that this is a much-needed service within this market,” Upham said.
Jack Lighton Jr. appointed director
Jack Lighton, Jr., was appointed director of the program and will be responsible for the program’s research initiatives and business development activities. Previously with J.D. Power and Associates, over the past decade, Lighton managed the publication of several key industry research studies.
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