Gold Eagle is a market leader in automotive additive products, marketer of such brands as HEET gas-line antifreeze, STA-BIL fuel stabilizer and NO LEAK leak-stopping treatments. The Gold Eagle product line includes brake fluids, carburetor cleaners, engine treatments, fuel system treatments, gas additives and many other automotive aftermarket products. We spoke with Marc Blackman, Gold Eagle president and chief operating officer, to find out how NPD market information helps his company manage such a diverse family of product offerings.

NPD: From your perspective, what have been the greatest benefits of using NPD market information?

Gold Eagle (Marc Blackman): To me, the greatest benefits to Gold Eagle Company and the industry to date have been creation of a new discipline and a new approach to making fact-based decisions. But I believe the greatest benefits are yet to be realized. As we continue to learn how to take full advantage of NPD's market information, I know its usefulness in our day-to-day decision-making will only increase.

NPD: Many of our clients report they use our market insights at many levels of their companies, from senior management to sales and marketing. How is NPD market information used across Gold Eagle Company?

Gold Eagle: At the executive level, NPD information us used as a monitoring tool so we know where we stand in the market. Our brand management and marketing teams look to NPD information for brand analysis, and they feed the data into Gold Eagle's market research and product development initiatives. Sales uses NPD data to identify trends and opportunities for our customers, and to bring fact-based programs to our customers. For our operations group, it has helped to provide a deeper understanding and validation of what's going on in our market. Your information is a big part of our information toolbox.

NPD: Can you describe a specific instance when NPD information proved valuable to you?

Gold Eagle: One way it has been very valuable is in communicating with our employees. We have an annual meeting where I give a "State of the Company" presentation about Gold Eagle, to help employees understand our strategies and where we stand in the marketplace. A significant part of the presentation is made possible by using updates of your Aftermarket Industry Monitor data. It helps me communicate where we stand and what the industry trends are in a very visual way.

NPD: How does Gold Eagle apply NPD market information to corporate decision-making?

Gold Eagle: We use the data to analyze various trends, trying to understand what consumer preferences are and why. When developing new products or repositioning existing products, we look to NPD data to find out what's going on - to get a true picture of what consumers are thinking and why they buy what they buy. It helps us identify consumers' needs and business opportunities.

NPD: What would you say to manufacturers or retailers considering NPD's market information services?

Gold Eagle: I would be very blunt: if you want to continue to compete in your market and category, this is an investment in your future. If you choose not to make that investment, it is likely that you'll see a loss of category and consumer awareness as well as possible erosion of your market share. If you're serious about your business, you need to jump in with both feet and start learning now. That's where NPD comes in.