San Diego, CA, September 30, 2024 — A new study commissioned by Tru Images and conducted by Strategic Vision (SV), in partnership with AskOtto AI, has revealed the critical importance of using real images and tangible products in automotive consumer research and product messaging. The report, titled “The Superiority of Reality in Consumer Research,” highlights how actual photographs outperform computer-generated (CG) images in building consumer trust, increasing purchase consideration, and driving sales.
Key Findings:
1. Real Images Foster Trust and Security:
The study demonstrates that real images significantly enhance consumer trust and security, especially in the context of high-value purchases such as vehicles. Consumers are more inclined to consider purchasing a vehicle when they believe the imagery accurately represents the product they will receive. Authenticity, even when it includes minor imperfections, plays a crucial role in establishing a transparent and trustworthy relationship with the consumer.
2. Consumer Skepticism Towards CGI:
While advancements in CG technology have made images more realistic, the report highlights that consumers often perceive these images as “too perfect,” leading to skepticism about the product’s actual quality and appearance. This skepticism can reduce the effectiveness of CGI in fostering trust and driving purchase decisions.
3. Tangible Interactions Elevate Product Perception:
The research underscores the value of direct consumer interaction with actual products or realistic images, which allows for genuine validation and feedback. Such tangible interactions meet consumer needs more effectively and contribute to the emotional foundation required for future consideration. Products that are perceived to be thoroughly tested and authentically presented are more likely to earn consumer trust and loyalty.
4. Implications for Automotive Marketing:
As automotive manufacturers increasingly rely on CGI for marketing materials, the study suggests that these images, while visually appealing, may not generate the same level of trust as real photographs. The report advises OEMs to prioritize realistic, high-quality images that accurately reflect the actual product to build and maintain consumer confidence.
Quotes from Key Stakeholders:
• TruImages: Since the inception of the internet, consumers have put a high value on viewing digital images of vehicles on both third party sites and the dealer’s own website. That consumer value is validated in this study showing the dealership trust that the consumer builds during the shopping process when real photos are presented as compared to CGI or stock images.” Glen Garvin, President, TruImages
• Strategic Vision: “Consumers can convert interest to real consideration once they recognize that sales images are authentic. Real images convey honesty and trustworthiness, creating the foundation of consumer decision-making. Automotive industry members should note these findings and the impact on the customer journey,” said Alexander Edwards, President at Strategic Vision.
• AskOtto AI: “The implications of this study are profound, especially as AI and CGI continue to advance. However, the human element of trust remains paramount, and ironically for AI generated images to be trusted by consumers they need to mirror real world imagery,” said Eric Brown, founder, AskOtto.