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Not My Father's ResearchNot My Father's Research
Auto-industry forecasters rationally make market predictions, but consumers emotionally buy cars. That's why market forecasts can fail us, says John Wolkonowicz, IHS Global Insight's associate director-North American Automotive Research. To stem such failures, he touts a research approach called generational dynamics. It lets us climb into the hearts of auto buyers, he says. It's built on the premise
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