Automotive and Consumer Market Research Company

We all tend to think about “research” as this big, long, expensive thing. Digitallly focused companies today need insights that are quick, accurate and most importantly, actionable. That’s where we come in.

Kevin Root – Founder

Why Us?

The last thing the world needs is another consumer market research company. There are plenty of good ones. Because we understand industries at the nuanced level, your results are more actionable.

Who Do We Work With?

Retailers, digital marketing providers, consumer facing shopping and research websites, agencies, manufacturers, investment companies, and entrepreneurs.

Augment Your Existing Research Department

Our automotive consumer research company loves to work with existing research teams. Your team is probably slammed with enough projects to last till well into next year. We can augment their efforts on big projects or enable them to stay focused on those while we take on the newer project with the hot deadline.

Product Concepts 90%
Consumer Trends 85%
Shopper Insight 95%
Content Marketing Material 80%
Buyer Experiences 95%
Emotional Drivers 85%

Who we are

Our team members
Kevin T. Root
Founding Partner

An automotive tech industry veteran, Kevin brings more than 25 years of automotive and digital/technology experience to client engagements. He has held senior leadership positions with Cobalt/CDK Global, DriverSide, (now part of Cox Automotive), and most recently as President and COO of DrivingSales.

For 15 years, Kevin designed and managing in-depth, industry-leading research studies for firms including Cobalt,, DriverSide, and DrivingSales, with partners including, Yahoo!, RL Polk, GfK, and J.D. Power & Associates.

These studies were used to power successful dealership performance improvement programs for numerous OEMs and enterprise dealer groups. In 2015, Kevin started his own firm specializing in automotive research.

Alyson Sharron
Research Director

Alyson Sharron is an automotive industry veteran with over fifteen years of experience in automotive marketing and product management, including over ten years in leadership positions with CDK Global. She has held a number of positions with the Ford Motor Company and also explored automotive retail management. Alyson’s broad experience gives her a unique perspective on and appreciation for the business objectives of both manufacturers and dealers.

As a seasoned marketing and product leader, Alyson has deep experience in driving market share. She is a research evangelist, championing numerous studies and using market data and insights to guide both product roadmaps and product marketing since 2003.

Our Customers

Here are a few of the firms we are proud to have provided services for:

Audi Logo
Cox Automotive Logo
Hyundai Logo
Johnson Controls
CDK Global Logo


Sign up for the Root & Associates newsletter to stay current on automotive market research trends and analysis.

    Your Name*

    Your Firm*

    Your Email*