Radiance Blog

Ford’s swap your ride “research”

Ford’s recent commercial depicts real people test driving Fords under the premise of “market research.”

Does this have an impact on our industry? Does it discredit true research? Will people be suspicious the next time they’re invited to participate in research (especially for an automaker)?

I personally think the effect will be short lived as the ad campaign runs its course, but anyone doing similar research in the short term should be aware of the possible perceptions respondents may bring with them into the research as a result of this ad campaign.



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