With 14 million qualified buyers visiting their site each month, Autotrader is constantly looking for new ways to improve the online researching and car buying experience. However, unlike other businesses, Autotrader doesn't have a go-to customer list for collecting feedback. In order to regularly gather insights from a wide spectrum of consumers (since car buying is an activity that cuts across nearly all ages and socioeconomic groups), they lean on the UserTesting human insight platform.