Polk Uses Technology to Monitor Auto Show Impressions POLK LOGO Polk logo. (PRNewsFoto)[JL] SOUTHFIELD, MI USA 01/04/2001

9 January 2001
Polk Uses Technology to Monitor Auto Show Impressions POLK LOGO Polk logo. (PRNewsFoto)[JL] SOUTHFIELD, MI USA 01/04/2001
                Polk Listens and Tracks What People Are Saying

    DETROIT, Jan. 9 For the second year in a row, Polk is
collecting opinions from attendees at Detroit's North American International
Auto Show.  By measuring these reactions, Polk will be able to determine both
public and media sentiments regarding the auto makers, their products and the
show in general.
    (Photo:  http://www.newscom.com/cgi-bin/prnh/20010104/DETH036LOGO )
    "Polk is extremely excited to be a sponsor of the Auto Show for a second
consecutive year," said Stacey Robinson, director of marketing for the Polk
Company.  "It allows us a chance to demonstrate a wide variety of technical
and analytical capabilities and share our findings with the automotive
community."
    Using a sophisticated network of "Trend Centers," fiber optic cable and an
Oracle database, Polk is collecting and analyzing survey responses from
attendees on key questions about the Auto Show and reporting the results.
Polk's data and analysis from the survey will help automotive manufacturers
better understand customers.  "By collecting the thoughts of consumers," added
Robinson, "Polk's efforts at the Auto Show will help OEMs tailor their
products to meet consumer needs and desires."
    The powerful network of Trend Centers also allows Polk to broadcast live
video of press conferences to the Trend Center television screens.  "Our
presence at the North American International Auto Show is a great opportunity
to demonstrate what we can do globally," said Chris Swartout, a consultant at
Polk.
    The Trend Center survey asks key questions about the Auto Show such as:
What is the best SUV this year? What is the best overall exhibit? Responders
also get to express their feelings on issues like Auto Show parking, industry
trends and predictions on the next automotive merger.
    Polk's Trend Centers are conveniently placed throughout the show floor.
While exploring the exciting car and truck redesigns and concept vehicles,
show goers are invited to participate in the Trend Center survey by large
screens displayed atop the kiosks.  The beautiful and colorful display leads
the responders effortlessly through the survey questions.  With each Trend
Center just a few steps away, they can quickly chime in and not miss a thing
at the show.

    About Polk
    Polk has served the automotive industry for nearly 80 years and is the
longest standing curator 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 provides
automotive solutions to nearly every segment of the motor vehicle industry as
an analytical consultant and statistician, as a provider of database-marketing
services, as a supplier of vehicle histories, and as a data enabler for
geographic information systems.  Based in Southfield, Mich., Polk is a
privately held global firm, currently operating in Australia, Canada, China,
France, Germany, Holland, Spain, the United Kingdom and the United States.