marketing research automotive industry

WALT HILKER

With 26 years of experience in qualitative and quantitative marketing research design, implementation and analysis, Walt has become a focus group moderator of choice for several clients.

Walt is recognized for his high level of moderating and interviewing skills:

  • Probing for greater insight and understanding of the client’s objectives
  • Handling group dynamics
  • Creating an atmosphere of candor and constructiveness
  • Helping respondents feel valued and appreciated
  • Managing difficult respondents and situations

Walt has studied consumers, retailers and executives on issues and objectives that include:

  • Customer satisfaction/loyalty
  • Lost shoppers and disloyalty
  • Barriers to product acceptance
  • New product development
  • Product design/package assessment
  • Ideation and metaphor research
  • Brand image and positioning
  • Advertising research
  • New features and technologies
  • Retail sales and service experiences
  • Retail facilities and site assessment
  • Laddering and “voice of the customer”
  • Societal trends
  • Consumer and business financing
  • Website development/usability labs
  • Expert evaluations

Walt served as Director of Research and Client Development for J. D. Power and Associates in its Detroit office. During his tenure, Walt designed the firm’s foray into marketing research and consulting within the automotive financing area. Walt created, administered and authored the Dealer Financing Satisfaction Study, an annual report measuring dealer principals’ satisfaction with the lenders they use for wholesale and retail financing. As the firm’s emissary to the automotive financing industry, Walt addressed 700 attendees of the Consumer Bankers Association annual convention in 1995, and spoke to the Association of Consumer Vehicle Lessors later that year.

While with J. D. Power and Associates, Walt redesigned and managed the annual Dealer Attitude Survey and co-wrote the original Early Buyer Survey, then the firm’s most significant study, which each year yielded the high-profile Initial Quality Study and Sales Satisfaction Index as well as measures of consumer loyalty and switching.

Walt also served as Vice President for Opinion Research Corporation International and directed its automotive custom research practice, leading a staff that managed all ad hoc research and analysis.

Early in his career, Walt was a member of the product research teams at Fisher-Price Toys and Nissan Motor Corporation in USA. Walt holds an MBA degree from Brigham Young University and an undergraduate business degree from the University of Southern California.

KATHY HILKER

Kathy has twelve years of experience in research field services and project management at Assistance In Marketing (AIM), Gongos Research, Yee Minard, and Hilker Research & Consulting. Kathy has managed countless focus groups and off-site projects. Her experience includes field service direction, study recruitment, project budget management, and off-site study coordination. She brings to Hilker Research & Consulting and its clients a strong understanding of field services as well as excellent organizational project management skills.