A recent survey points to tremendous revenue potential and consumer value in leveraging driver and vehicle data in the automobile industry. The 2017 KPMG Global Automotive Executive Study found that automobile executives believe data will be the fuel for future business models and that they will make money from that data (prn.to/2q9rubN). Eighty-two percent of automobile executives agree that in order to create value and consequently monetize data, a car needs its own ecosystem/operating system; otherwise the valuable consumer and/or vehicle data will likely be routed through third parties and valuable revenue streams will be lost. What additional information would you want to know about the survey before you accepted the results of the study?