DETROIT -- R.L. Polk & Co. is opening a Center for Automotive Studies. The automotive information company says the division will use Web-based surveys to analyze consumer attitudes on industry issues.
Polk of Southfield, Mich., said the center's first study will examine public opinion on hybrid vehicles. Polk plans to release that study this month.
Leading the center will be Lonnie Miller, Polk's director of analytical solutions, and Jeff Martini, the company's OEM vice president.
Miller said Polk intends to sell data compiled by the center to automakers and suppliers. Polk also plans to use the studies for its own research and to make some of the information public.
The center "will provide the industry with yet another level of understanding about the car-buying public," Miller said.
Database Sciences Inc. of Paramus, N.J., will conduct surveys for the center. Miller said that Polk will define the topics of the studies and analyze their results.