Why did we do the research?
We needed to position Auto Trader as the number one new car destination in the UK to unlock new car advertising revenues and attract more consumers to the brand. However, we are faced by ingrained perceptions from both consumers and advertising partners towards Auto Trader as a 'used car platform' or 'a magazine online'. This meant we had little engagement from a senior level across a number of car manufacturers as a relevant new car advertising destination. With £500 million a year spent on advertising by these brands in the UK alone, the opportunity for us to unlock these relationships was significant. Equally, from a consumer perspective, our marketing was seen as dry, functional and only leading to minimal audience growth each year
We would also need to share the outputs from the research with a diverse customer set – from the small, less sophisticated independent dealerships who don't naturally embrace insight, through to senior insight/marketing professionals at OEMs, multi billion pound franchised dealer groups and media agencies.