Polk Brings Real-Time Survey Technology To 2000 New York International Auto Show
19 April 2000
Polk Brings Real-Time Survey Technology To 2000 New York International Auto Show
Entertaining, High-Tech System Implemented for 100th New York City Event
NEW YORK, April 19 In keeping with the New York
International Auto Show's themes of excitement and innovation, The Polk
Company is bringing its high-tech, real-time survey technology to the Jacob K.
Javits Convention Center for the show's centennial event, April 19-30.
Polk, the official research partner of the NYIAS, will be collecting and
displaying survey information from show attendees in a manner previously
unmatched. Members of the media, automotive dealers, manufacturers, suppliers
and the public will have an opportunity to voice their opinions and vote for
their favorites using real-time, touchscreen technology during NYIAS 2000.
From choosing their favorite concept cars to their favorite activities in a
vehicle -- other than driving -- attendees will be able to participate in the
survey process and watch the results unfold before their eyes.
"As we discovered in Detroit in January, our high-tech approach to the old
'clip-board survey' of days past has great appeal," said Steve Hamilton,
director of transportation marketing at Polk. "The entertainment value not
only entices an extremely high level of response, but the information gathered
is invaluable when it comes to understanding what the auto show audiences are
seeing, hearing and feeling. It is an opportunity for the public to provide
feedback in a fun, entertaining manner and will provide the New York
International Auto Show directors with the information they need to continue
delivering a top-notch show, year after year." More than 13,000 Detroit auto
show attendees responded to Polk's first survey initiative this year, compared
to only 3,000 the year before.
Show attendees in New York can complete a survey at five futuristic Auto
Trend Centers conveniently positioned throughout the show floors,
automatically qualifying them for a drawing for 10 Palm Pilots. The survey
information is captured through the use of three touchscreens located on each
of the Auto Trend Centers and is compiled in the Polk technology center,
located on the first floor of the Javits Center. It is then displayed in
real-time on 42" screens mounted above the five Auto Trend Centers.
Additional information displayed on the screens will include, among other
things, automotive factoids, show floor maps and show video clips.
"Each year we look for ways to increase the entertainment value of the New
York International Auto Show," said show director Candida Romanelli. "With
its recent history of success, we are certain our audiences will find the Polk
survey both entertaining and informative. The high-tech, cutting-edge image
is a good fit with our show, especially this year as we celebrate a century of
automotive history, innovation and excitement."
Polk's involvement in the New York survey process is, in fact, an
extension of its day-to-day operations.
"Our people are using the industry's most cutting-edge hardware, software
and technology on a daily basis," said Hamilton. "It was only natural that we
apply our expertise in creating a survey system that is both entertaining and
informational for everyone involved. For Polk to provide real-time data
collection and analytics, while showcasing our technological capabilities in
an environment such as the New York International Auto Show, is very
rewarding."
Polk is a global company, delivering multi-dimensional marketing
information solutions to the automotive industry to enhance the relationships
consumers have with brands. Through lifetime understanding of individuals,
Polk helps its clients maintain current customers, win new ones and build
their brand loyalty. The company has served the automotive industry for 78
years and is the longest-standing steward of automobile records in the United
States. Founded in Detroit in 1870, Polk launched its motor vehicle
statistical operations in 1922 when the first car registration reports were
published. It now serves nearly every segment of the motor vehicle industry
as an analytical consultant and statistician, a provider of database-marketing
services, a supplier of vehicle histories and a data enabler for geographic
information systems. Based in Southfield, Mich., Polk is a privately held
firm that employs more than 2,500 people worldwide, currently operating in
Australia, Canada, China, France, Germany, Holland, Spain, the United Kingdom
and the United States.