1. KBB STRATEGIC INSIGHTS: Kansas DMAs Q4 2015
Kansas City, Topeka, Wichita-Hutchinson Plus

2. Kansas DMAs - Share of Make
Key Takeaway:
Ford standing alone in Kansas likely due to large market of pickup truck shoppers.
Honda rebounding well in Q4 after mid year decline.
Toyota has maintained steady traffic interest during all of 2015.
Source: KBB.com MicroStrategy December 2014 – December 2015 (Mobile Included)

3. Kansas Traffic vs. National Traffic Volume

4. Kansas DMAs - Share of Segment
Key Takeaway:
Mid-size SUV continues strong growth trend begun in Q3 to meet Compact SUV traffic interest at end of Q4.
Both Mid-size and Compact Cars even out in Q4.
Hybrid Vehicles decline while Subcompacts remain relatively steady.
Source: KBB.com MicroStrategy December 2014 – December 2015 (Mobile Included)

5. Kansas DMAs Cross-Shopping Behavior:
Source: KBB.com MicroStrategy Q (Mobile Included)

6. Kansas DMAs Cross-Shopping Behavior:
Source: KBB.com MicroStrategy Q (Mobile Included)

7. Cross Shop High Level Summary
Honda Accord cross shopping vs. Camry is down 5pts. and Civic/CR-V are down 3pts.
Corolla cross shopping shows Civic dropping considerably by 6pts. and Honda Accord falls off of the top list of targets.
RAV4 saw 3pt. decreases in all major competitively cross shopped models with exception of an increasing Nissan Rogue.
Prius cross shopping dropped for all typical targets but rose drastically in Ford Fusion cross shopping in Q4.

8. KBB Market Intelligence
Our market intelligence team has a pulse on and in-depth awareness to:
Perceptions of in-market new car shoppers
What our auto shoppers are saying about various vehicles on KBB.com
Vehicle shopping intentions
Launching custom survey polling
Industry intelligence by brand
KBB.com behavioral research insights, such as
Cross-shopping and reverse cross-shopping behaviors
Make, Model, or Segment traffic trends
Trend identification within a target brand’s owner base
Weekly new-car shopper activity on KBB.com
Two key areas for MI.
1.Attitudinal- survey poll based (can be custom), typically used for Brand insights
2. Behavioral- on site behaviors through click stream data (traffic trends and specific shopping activity)
Report usage- determining focused comp set by DMA, insights shared with dealers, etc.