The Automotive Industry Association of Canada (AIA) has struck an agreement with Matthew.Scott Data Marketing Solutions Inc. for the firm to act as the agency of record for its Automotive Service Provider Market Research Project. The association is investigating what types of services automotive service providers (installers) need to survive and thrive in the industry. "The industry has been talking about the survival of the automotive service provider for several years," says AIA chair Ken Coulter. "Now its time to put some solid market research behind what are gut feelings are telling us." "We understand that the life blood of the aftermarket industry is at the installer level. We believe there is an opportunity to develop and enhance the consumer perception and elevate aftermarket service volumes. There are billions of dollars in unperformed automobile maintenance and this project is a solid first step in gaining a better understanding of how to tap the opportunity for installers by gaining a better understanding of installer needs", said Ray Datt, AIA president. Matthew.Scott Data Marketing Solutions has accumulated proprietary databases that are among North America’s most comprehensive and up to date source of aftermarket service providers and industry information. "These types of projects will support the industry as a whole and consolidate the message and importance of maintaining your vehicles for safety, environmental and economical reasons. It will also remind the businesses in the industry to look for the opportunity because we know it does certainly does exist", said Datt. By initiating these types of projects and joining forces with Matthew.Scott Data Marketing Solutions, the AIA says it will be able to revise and communicate the capabilities, credibility and over all perception of the aftermarket service provider, and ultimately, the industry as a whole.