Real-Time Media Analysis and Perception Measurement

Case Study with VW

In September 2025, the IAA MOBILITY took place once again in Munich – a top event in the automotive industry. At the Volkswagen Media Hub, the brand presented technological innovations and new vehicle models to journalists and influencers. Among other things, the focus of the communication efforts was on the renaming of models, particularly the ID. Polo. We accompanied VW – and brought representative live data with us.

Continuously refining data-driven communication is crucial to the success of communications departments today. Through real-time media analysis and perception measurement, we were able to demonstrate at the 2025 IAA that our messages about the ID. Polo successfully reached the general public and did so with the positive tone we intended.
Jens Katemann, Head of Communications for the Volkswagen Brand and Brand Group Core

The Starting Point

Volkswagen manages its global communications using real-time analyses of media response and target audience perception. As part of the Internationale Automobil-Ausstellung, we collected live data for VW on the perception of communications regarding the new ID. Polo (ID. 2all), among other things. The focus was on whether the name change was noticed by target audiences in the core European markets and how it was evaluated.

Our Solution

How well – and, above all, with whom – did the car manufacturer's communication resonate? How do relevant target groups rate the new ID. Polo? And how important are certain vehicle features and functions to respondents?

For the major IAA event, we combined data from the media analysis conducted by Aitastic with perception metrics (updated daily for the key European markets). This enabled Volkswagen to measure, based on data, in the days immediately following the announcement of the naming strategy,

the level of response to the name change in the media and on social platforms,

how positively the name change was commented on in media coverage,

the reach of the campaign in terms of target audience perception,

and how the target audience rated the name change.

Thanks to the combination of media analysis and perception measurement, VW was able to immediately understand the output and outcome of the communication and align its future communication strategy based on data.

The results were also continuously shared with European communications managers from the various markets at the IAA and prepared for further communication management.

The Result

With the help of this data-driven communication, Volkswagen can demonstrate in real time that it has successfully established one of the top topics in the highly competitive IAA media environment.

Would you like to learn how your company can also benefit from real-time studies?

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