GWI Automotive focuses specifically on cars within the automotive industry - other vehicles such as motorbikes, vans etc. are excluded. The data set also includes a segmentation which identifies clusters of people with similar behaviours to create clear, distinct segments based on car attitudes.
Our segments are listed under the "Car Personas" question, within the Car Attitudes & Qualities section of the data set. We have identified 4 car personas, based on responses given to the Car Attitudes and Car Qualities questions (please see the taxonomy for the full detail of these two questions). Below are the top 6 items that these clusters over-index for from these two questions:
Environmentally-conscious consumers
Believe a car should be environmentally-friendly, even if it doesn't suit their needs
Value cars that are eco-friendly
Prefer to pay more for an environmentally-friendly car
Sustainable
Prefer to pay more for a car that has better safety features
Value cars that are smart
Practical and cost conscious
Prefer to maintain a car themselves
Believe a car should meet your needs vs be environmentally friendly
Believe a car should be as cheap and easy to maintain as possible
Value cars that are value for money
Value cars that reliable
Believe a car there to get you from place to place
Performance and aftercare
Believe a car should meet your needs vs be environmentally friendly
Prefer to pay more or comprehensive aftercare
Prefer to pay more for better performance and handling
Value cars that suit their needs
Value cars that are reliable
Value cars that are are spacious with lots of storage room
Image conscious / thrill seekers
Believe it's enjoyable to drive a loud car
Believe fuel-efficiency is not important when buying a car
Value cars that are exclusive
Believe cars should make life more exciting
Would pay more for a car that is faster
Value cars that are bold
(Believe a car should improve your image)