C A S E   H I S T O R Y
		Carfax Spycam
						O B J E C T I V E Carfax.com was about to take what had been primarily a B2B service and open it to consumers. It wanted to gauge the concern its used car dealers might have at such a move and it wanted to use the opportunity to see what kinds of answers dealers gave to a series of questions about the benefits of Carfax service. E X E C U T I O N We conducted Spycam interviews in three markets among a dozen or more dealers in each market. The tape was edited into a series of learning tapes about the state of the used car market, the role that a service like Carfax might play and the reactions to the possibility that Carfax would become a consumer service. R E S U L T Carfax management was able to comfortably make decisions to expand the service and its agency, Martin, was able to use the learning to educate the creative team in preparation for the creation of the advertising.