R. L. Polk & Co. Introduces Polk's Center for Automotive Studies

New division provides real-time consumer opinions about the automotive marketplace

SOUTHFIELD, Mich., June 15 -- R. L. Polk & Co. today announced the introduction of the Polk Center for Automotive Studies, a division that provides unique, comprehensive analyses and insight based on national or local Internet consumer polling and empirical Polk data. Findings from the Polk Center for Automotive Studies will provide customers and the media with a deeper understanding of social, economic and marketplace issues affecting the automotive industry.

With the help of Database Sciences, Inc. based in Paramus, NJ, consumer polls will be conducted nationally and in specific markets, and findings will be reported within 48 hours of study inception.

The division will be led by Lonnie Miller, director of Polk's Analytical Solutions and Jeff Martini, Polk OEM vice president. "R. L. Polk & Co. excels in helping our automotive customers with intelligence and insight into what is selling, who is buying and how to reach them. Based on the consultative nature of our business, this endeavor is a natural fit for Polk," said Miller. "The Polk Center for Automotive Studies will provide the industry with yet another level of understanding about the car-buying public."

"We will capture and benchmark public opinion on issues that are timely and relevant in the automotive industry," said Martini. "We will investigate consumers' viewpoints on important topics to the industry such as 'what economic and personal news most influences consumers purchase decisions?' and 'how do automakers best appeal to diverse consumer groups in the U.S.?' The combination of rapid survey development, instant response technology and our analytic capabilities are unique, and will provide the industry and media with exclusive insight."

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, the Netherlands, Spain, the United Kingdom and the United States. For more information, please visit http://www.polk.com/ .

About Database Sciences, Inc.

Database Sciences is a New Jersey based provider of online marketing research, public opinion polling, and customer satisfaction measurement solutions.

Its core service offerings are built on its proprietary Web survey, communications, and analytic software suite. This platform enables DBS clients, in the consumer products, pharmaceutical, health care, financial services, automotive and hospitality industries, to take full advantage of the Internet as a research medium. For more information, please visit http://www.databasesciences.com/