This study consists of two activities - a Vehicle Diary and an online Focus Group Discussion. 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 main vehicle by typing into a PowerPoint file and appending pictures and/or videos to help describe your responses. The activities are designed to be short and simple and you will complete each at your own pace. Some example tasks are to film a video showing us how you operate the stereo controls, or telling us about yourself and your personality via a 1–2-minute video, or writing about your favorite brands and why you like them and uploading a picture of a recent item you purchased from that brand. The tasks will vary and can be completed at your leisure.

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

All of your responses are confidential and other participants will not see any of your responses. The materials you provide (text/pictures/videos) 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 September 29 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 October 10. Most people take anywhere from two to four total hours to complete all activities. Please note: we will review responses and may ask for additional input.

As an added bonus, we will select one person among the sixteen participants who we feel put in the most effort to receive an additional $250.

Focus Group

A qualitative technique used to help gain an in-depth understanding of consumer attitudes and beliefs. The Focus Group will consist of 2-3 other people like yourself and will be led by one of our professional moderators. We will discuss a variety of automotive topics like vehicle usage, driving habits, future vehicle needs, etc. The group will be conducted via Zoom and will last 2 hours. We require that participants be logged into a laptop or desktop, not on a mobile device like your phone or tablet.