This document discusses consumer conversations around the Lexus NX and Acura RDX vehicles based on an analysis using Censydiam, a framework that understands consumer motivations. The analysis found that discussions of the Lexus NX were highly motivated by "show off", focusing on the vehicle's looks and prestige. In contrast, Acura RDX discussions emphasized the "experience" of driving. Looking more closely, NX discussions shifted from "show off" when raising awareness to focusing more on "experience" and "security" after purchase. RDX discussions balanced multiple motivations like "experience", "play", and "security" throughout the purchase process. The document recommends automakers understand shifting consumer

1. What’s Driving Consumer Conversations?
Censydiam Social for Automotive
1

2. Today’s Presenters
2
Janet Thompson
US Automotive Lead, Ipsos
Janet.Thompson@Ipsos.com
Andrew Leary
CEO, Ipsos Social Media Exchange
Andrew.Leary@Ipsos.com
Douwe Rademaker
CEO, Ipsos MarketQuest
Douwe.Rademaker@Ipsos.com

3. The New Auto Consumer
80 Million Millennials
of new car sales
26%
in the next 5 years
40%
1
43
times a day
use social media
43
shop for cars online
95%
hours
of online car research
18
visit two car
dealerships
63%
3Source: Toyota/J.D. Power 2015

4. Brands need to
be publishers,
going beyond
volume to
create content
that resonates
on each unique
social channel.

5. And gen Z is next…
5
We saw similar traits with Millennials, but Gen Z
consumers — being much more connected and
aware of the options available to them — are the
global go-getters who have a link to each of our 10
micro-trends for 2015.
-- Sheryl Connelly, Ford Global Consumer Trend and Futuring Manager

6. How do we
understand
this new
consumer
and harness
the power of
social media
to truly
impact sales?

7. Lexus NX and Acura RDX

8. Sentiment in Consumer Discussion
8
Our two models show little difference in regards to consumer sentiment, but sentiment
alone does not tell us much…
Organic
Discussion
Timeline: 11/1/14-3/14/15. Data derived from random sample of online discussion analyzed through manual coding process - N=172
56%
12%
17%
15%
NX
56%
15%
21%
9%
RDX

9. Ideal Performance
75
9
Brand
Discussion
Lexus
65.5
Acura
15.1
Note that the current calculation set up allows for additional points beyond 80 for exceptional performance.
Brand Strength on Owned Channels
Social performance scores may differ more markedly, but they also don’t
complete the story…
Overall Social Performance Across 3 Key Channels
“Reach” and “Action” on Facebook, Twitter and Instagram

10. Understanding the
emotions and
motivations behind
social conversations
is critical to
understanding the
path to purchase.

11. Censydiam Social
allows us to take a
deeper look at
consumer
motivations to
ensure that brands
are delivering the
right content and
communication.

12. 12
ENJOYMENT
CONVIVIALITY
SECURITYRECOGNITION
VITALITY
CONTROL
BELONGINGPOWER
What Is
Censydiam?
Ipsos’ Censydiam Framework allows
brands to understand the deep-seated
human motivations and needs in your
category, allowing you to grow your
brand and be invited into people’s lives.
People first
All decisions are made with
fundamental consumer needs at
the heart
Precise
Granularity of description opens
up those needs not yet identified
Universal
Comparison possible across
markets
PERSONALDIMENSION
SOCIAL DIMENSION

13. 13
30 Years of Client Work… 50 Categories Including…
Brand Positioning
Redefining a
Category
Portfolio
Management
White Space
Development
Communicating to
Target Groups
Identifying Trends
Automotive
Healthcare
Media
Banking
Travel
Personal Care
Shopper

14. Previous Case Study on Social…
14
2011 2014
Auto-Coded 250,000 mentions
Validated by human experts with 90% agreement
Brand effectively shifted, and tracked, its emotional profile in the desired direction.

15. How does Censydiam play out for Automotive?
15
SOCIALIZE
A harmonious way to enjoy
my social life.
RESPONSIBLE CARE
A responsible environment
for my family.
SECURITY
A safe bubble that helps me
cope with the dangerous
driving environment.
PLAY
A car is a gadget, a toy to
live life to the max.
EXPERIENCE
Having a real passion
for driving.
SHOW OFF
A symbol of my success.
BE UNIQUE
A sign of my individuality.
TRANSPORT
Nothing more than a tool
that takes me from A to B.

16. Censydiam Social Process
16
Research Design and Data
Identify relevant conversations
(discussion about Lexus NX & Acura RDX)
Filter and segment the dataset
(consumer vs. brand generated content)
Analytical Frameworks
Score the dataset against the eight
Censydiam dimensions
Insights and Results
Understand consumer conversation
Evaluate brand communications
Inform brand strategy to optimize impact

17. Funny as I was driving my NX a couple
times for 2 weeks now and dropping off
my son to school, drivers of X3, Q5,
QX60, SRX and RDX are looking at the
car and I just smile at them.
SHOW OFF

18. I ended up getting a great deal on an
Acura RDX. It's not as fun as the car,
but for a SUV, it's a blast (Turbo and
AWD). It scoots and corners better
than most things I've driven.
EXPERIENCE

19. We set out to uncover…
What motivates
online consumer
discussion about the
Lexus NX and the
Acura RDX?
21How are Lexus and
Acura positioning
these models in their
brand
communications?
3 What can we learn from
consumer motivations
to inform brand strategy
and social
communication?

20. Social media
allows brands to
expand their
communications.

21. How are the NX and RDX
positioned in brand
communications?
21
Brand
Discussion
• Lexus NX marketing falls most
squarely in the “Show Off”
attribute, emphasizing the
distinctive look and car prestige.
• By contrast, Acura messaging is
highly focused on “Experience.”
PLAY
SOCIALIZE
SECURITY
BE UNIQUE
EXPERIENCE
TRANSPORT
RESPONSIBLE
CARE
SHOW OFF

22. Brand
Discussion
SHOW OFF
Lexus NX is highly
focused on being a
status symbol
“Be Seen. Be Heard.
Make Some Noise.”
This is all about the user
grabbing attention from the
crowd.

23. Brand
Discussion
Acura RDX
messaging is
highly focused on
the driving
experience
“Take It To The City Limit”
“Free Range Luxury”
Emphasis is on rugged driving,
exploring outdoors, and pushing
the limits.
EXPERIENCE

24. Positioning Should Focus on a Single Emotion
But, We Need to Fulfill More Emotions to Drive Sales…
Source: Ipsos ASI Data-base
0
10
20
30
40
50
60
70
80
definitely +
probably
will buy
definitely
will buy
NUMBER OF EMOTIONS FULFILLED
PURCHASEINTENT%
24

25. Let’s take a
look at
consumer
conversation
through the
eyes of the
framework…

26. Lexus NX Motivation
Organic
Discussion
Timeline: 11/1/14-3/14/15 - N=150
PLAY 14%
SOCIALIZE 5%
RESPONSIBLE CARE 7%
SECURITY 11%
EXPERIENCE 21%
SHOW OFF 37%
BE UNIQUE 2%
TRANSPORT 3% 26

27. CONSIDERATION PURCHASEAWARENESS
Shifting Motivations for Lexus NX
27
Organic
Discussion
Timeline: 11/1/14-3/14/15 - N=150
SHOW
OFF
EXPERIENCE
SHOW
OFF
PLAY
SECURITY
EXPERIENCE
Image and status draw NX into awareness and consideration, but the “Show Off” motivation begins to
dissipate post purchase, giving way to a focus on “Experience” and “Security.”

28. Acura RDX Motivation
28Timeline: 11/1/14-3/14/15 - N=150
PLAY 19%
SOCIALIZE 3%
RESPONSIBLE CARE 5%
SECURITY 14%
EXPERIENCE 25%
SHOW OFF 17%
BE UNIQUE 2%
TRANSPORT 14%
Organic
Discussion

29. 29
Organic
Discussion
Timeline: 11/1/14-3/14/15 - N=150
Shifting Motivations for Acura RDX
CONSIDERATION PURCHASEAWARENESS
PLAYPLAY
SHOW
OFF
EXPERIENCE
SHOW
OFF
EXPERIENCE
SECURITY
SHOW
OFF
EXPERIENCE
Acura’s balanced consideration continues throughout the path to purchase, with more emphasis on
“Security,” “Socialize” and “Responsible Care” in the consideration phase and post purchase.
SOCIALIZE
CARE

30. Security
WordstoIncorporate:
Consumer Conversations
about NX:
“Don't mind spending medium bucks
up front. Hate high maintenance
costs. I'm eyeing the new Lexus nx
hard.”
“The cornering fog lights are really
neat and actually really help to light
up turns. Overall just a fantastic suv,
and I am in love with it.”
Model and Competitor Examples:
“Are you looking for a new
reliable vehicle for you and
your family? The Acura
#RDX has you covered!” -
@SterlingAcura
“Power and efficient
dynamics. You can have it
all. Click here to explore
the BMW #X3” -@BMW_SA
Peace
MitigateSafety
Brake
Maintain
Road Safe
Sturdy
Reliable
Consistent
“The NX’s advanced
safety technologies
provide an all-around safer
driving experience” - Lexus
International Youtube

31. What’s Next?
Take a deep dive into your social media
communications strategy…
Do you really know how people are talking about your brand and
models through different stages of the purchase funnel?
How well does this align with your overall communications
strategy?

32. Thank You