"We consider ourselves highly fortunate to have found in Interrogare a reliable and technically skilled partner for our large, annual project AUTO BILD Leserwahl (Reader’s Choice). Interrogare puts together a team combining competences in the most varied of disciplines and ensures the smooth functioning of the project, short communication channels and the ongoing development of applied methodology. We feel that with Interrogare we are in the best possible hands for this time-sensitive and complex project."

Nicolas Loose,
Teamleader Market Research Car, Computer und Sports,
Axel Springer Media Impact

AUTO BILD Brand Choice

Germany's largest motorist survey

Every year, 8.1 million access codes for surveys, an average of 37,500 interview hours and more than 300,000 participants in four years - that is how the project "AUTO BILD Brand Choice" reads in numbers. Since 2011, Axel Springer SE has been conducting this survey among its own readers for the best brands in all car classes. Since the beginning, Axel Springer has been relying on Interrogare and its well-established project team to take care of all steps, from project organisation and supervision to evaluation and methodological advice.

The best car brands from a total of 13 vehicle classes are nominated every year in the AUTO BILD Brand Choice - from subcompacts through limousines and from convertibles to SUVs. These are determined via ratings on the three key characteristics of strong brands: Quality, design and price. But the image of the brand is not neglected either. Aspects such as reliability, sportiness and eco-friendliness are rated in eleven other categories. In addition, participants provide assessments about 25 providers of car-related areas - from child-seat manufacturers to insurers.

 And this is how it works

Readers of AUTO BILD have the opportunity to participate in the survey from November to January (throughout three issues of the magazine). They are reached through all AUTO BILD channels: individual access codes on code cards in the print editions as well as email registration with Captcha (in order to guarantee that only real persons participate), both at autobild.de as well as in the AUTO BILD app. Interrogare then generates access data for 2.7 million print editions per year. The questionnaire for the half-hour survey is specially programmed according to AUTO BILD specifications with Interrogare's own survey software IRQuest®. While completing the survey, the participant has the option of viewing pictures of the current models representing manufacture brands in the respective class for all 13 vehicle classes. Nearly 450 model images are stored to do this. The collected data is stored and processed in a secure and technically faultless manner. The entire field operation is monitored in real time by means of the online reporting system developed by Interrogare and visualised directly through a direct interface between the database and Excel. Thus, Axel Springer receives insight into the current results at any time. Furthermore, manipulation control is established by means of an intelligent algorithm, which guarantees truthful results. Thanks to efficient programming of automated reporting, the results are calculated and visualised within a short time after the end of of the survey, and transmitted to Axel Springer. In addition to these automated results, Interrogare creates a comprehensive driver analysis (Penalty Reward Analysis), which allows deeper insight into the interrelationships of component performance on the overall perception of brands. Overall, the AUTO BILD Brand Choice is a very successful and extensive project, which, despite its regularity every year, uncovers new challenges and experiences advancements - and exciting results are always expected (and not only by the readers).