2011 Opinion Leader Program
About this product:
For the third consecutive year, the Opinion Leader Program was conducted in conjunction with the 2011 SEMA Show in order to keep SEMA-member companies in tune with the current behavior and attitudes of automotive enthusiasts and to increase consumer knowledge on the best that the specialty-equipment industry has to offer.
This consumer focused program was designed to collect the views and observations of selected automotive enthusiasts who were well connected in through car clubs, discussion boards and social media, making them “opinion leaders” capable of spreading the word about new products to other enthusiasts and friends. These opinion leaders were invited to attend the 2011 SEMA Show on Thursday and Friday and asked to review new products, vehicles and trends. Four focus groups were conducted on site in conjunction with this program.
The report contains an in depth anaylsis of what we learned from the 2011 participants through the focus groups.