Understanding that prospective VW Golf buyers are also looking at Hyundai I30’s, could help a Marketing manager when making decisions on how to spend $$$. That’s where Redbook IQ could help, by providing reports that captured user behaviour across every OEM.
It would be a tall order to set up interviews with the likes of Mazda, Mercedes, BMW, Hyundai etc… So interviewing stakeholders and subject matter experts within carsales was the most feasible approach for this project.