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Auto enthusiasts from around the country participated in the association's Opinion Leaders Program (OLP) and provided their opinions about the products and vehicles at the 2011 SEMA Show. A comprehensive report discussing the details of the program is now available on the Market Research page of SEMA’s website.
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More than 2,000 auto enthusiasts from around the country applied for the opportunity to attend the 2011 SEMA Show and participate in the association's research and grassroots marketing efforts. Known as the Opinion Leaders Program (OLP), the 2011 SEMA Show marked the program's third consecutive year.
OLP participants were selected for their connection to grassroots car culture, such as car clubs and forums, and many are active social media bloggers on the performance automotive business. Each attendee was asked to provide a review of the Ideas Alive! New Product Showcase and to spread the word to friends and online followers about the great products they saw at the 2011 SEMA Show.
A select group of the OLP participants were recruited to take part in focus group sessions to explore various factors related to their love of cars and automotive customization. The participants represented interests from racing to restoration to off-road. To gain another perspective on vehicle customization, an additional session—conducted online—was comprised of people from the general population.
A comprehensive report discussing the details of the focus-group sessions is now available on the Market Research page of SEMA’s website. The report is free for SEMA members and can be purchased for $200 by non-members. Download a copy of the 2011 SEMA Show Opinion Leader Program report.