Thank you for your interest in our automotive research study.

This study consists of two activities - a Vehicle Diary and an In-Depth Discussion (Ethnography). Each activity is described in more detail below; please read so that you fully understand all aspects of this research study.

Vehicle Diary

This is like a short-term blog that allows us to learn more about you and your vehicle preferences. It would require you to complete several different activities/tasks about your electric pickup truck by typing into a PowerPoint file and appending pictures to help describe your responses. The activities are designed to be short and simple and you will complete each at your own pace. An example task is to tell us via text and pictures about a recent trip you took in your electric pickup and the role the vehicle played.

Please note: you must be comfortable using PowerPoint and its basic functions like inserting pictures and text.

All of your responses are confidential and the materials you provide (text/pictures) will only be used for internal analysis and will not be released outside of the research companies conducting the research, and the automotive manufacturer that is sponsoring the research.

The activities will be released on December 3 and you can complete a little bit over the course of a few days, or do all the activities at once. The target due date for you to complete your vehicle diary is December 11. Most people take about two hours to complete all activities. Please note: we will review responses and may ask for additional input. Upon completion of all activities you will receive $250.

In-Depth Discussion (Ethnography)

The In-Depth Discussion will be what we call in the research world an Ethnography. Ethnographies allow us to view consumers in their natural habitat - sort of like a human safari. We obtain feedback by watching consumers use products or services how they normally would in their daily lives to not only understand how they use and/or shop for products, but also to learn more about their personalities and motivations.

This ethnography would start at your home and we would then ride along with you to a few different spots of your choice - place of work, shopping center, outdoor activity spot, or any other spot you visit frequently. We will have two different options - one will last 3-hours and the other will last 6-hours. Respondents for each will be chosen after reviewing the Vehicle Diaries. The ethnographies are being conducted between December 13-17, 2024.

The entirety of the discussion would be audio and video recorded for our own internal reporting purposes. The audio/video would not be released outside of the research companies conducting the research, and the automotive manufacturer that is sponsoring the research.

Note: the Ethnography participants will be chosen from those that complete the Vehicle Diary. Not all who complete the diary will be chosen to participate in an Ethnography.