Buying Signals: Insight that works for everyone
When we started developing Buying Signals, our ambition was simple: help retailers respond better to enquiries, while making the buying journey smoother for consumers.
But we also knew that sharing additional insights about a buyer’s journey had to be handled carefully. So, we went back to first principles and tested our assumptions directly with consumers. As part of our development process, we ran qualitative research with 40 car buyers, asking them to complete a realistic buying journey on Autotrader.
Here’s what we learned, and how it shaped the Buying Signals you see today.
Putting consumers at the heart of the product
Participants were asked to:
Search for a car based on a set of requirements
Submit an enquiry to a retailer
Review different versions of retailer replies where Buying Signals had been used to tailor the response
Share how comfortable they felt with retailers having information about their search activity
The goal wasn’t to validate a finished solution; it was to understand what information genuinely improves the experience for them as buyers.
What worked well for consumers
Across the research, the majority of consumers responded positively when Buying Signals were used to:
Tailor responses to their needs (for example, making recommendations based on the consumer’s fuel type or model preferences)
Reduce back-and-forth, helping them to get the right car faster
Create a more helpful, welcoming first response from the retailer
Signal that the retailer understood their intent and was taking their enquiry seriously
Many participants describes these experiences as making the process feel “smoother”, “more efficient” and “more personal” - benefiting both sides of the conversation.
Consumers told us they wouldn’t feel comfortable if certain parts of their buying journey were shared, especially if it could leave them feeling less in control when speaking with a retailer. Their feedback shaped the decisions we made, ensuring that the insights we do provide to retailers are trusted and well-received by consumers, while still offering genuine value to retailer. Striking this balance ensures insights are valuable to retailers without making consumers feel exposed.
“A lot of places take a warm and welcoming approach to sales, trying to find the right fit rather than just pushing the biggest sale. I like that they have a little more information to be proactive” - Consumer research participant
What this means for retailers today
Buying Signals has been deliberately built to give retailers:
Actionable insight that supports better conversations
Signals that help identify genuine buyers
Information that improves relevance without undermining trust
And for consumers, it’s designed to
Make enquiries feel more personalised
Reduce friction in the buying journey
Help consumers have a great experience in finding the right car for them
In short, Buying Signals is about creating a better experience for everyone that uses our platform.
Built with confidence, backed by research
By testing real scenarios with real consumers, we were able to shape Buying Signals into a product that works in practice , not just in theory.
It’s a good example of how consumer insight continues to play a central role in how we build tools that support better outcomes for retailers, while keeping buyer trust front and centre.
