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A full vehicle NVH Simulator has been developed to provide a realistic interactive in-car environment where a subject can experience multi-modal stimuli ( accurately reproduced sound and vibration as well as visual ) whilst either driving or being driven. This paper describes its use in learning about the strategies subjects employ during sound evaluations, and how this information can help optimise decision making during product development. It is possible to understand how subjects assess the sound of vehicles, both in the way that they drive the vehicle and importantly which elements of the sound character have greatest influence on their evaluation of the vehicle. It is also possible to compare the strategies employed by NVH engineers, company decision-makers and non-experts such as customers.