Thank you for your interest in our automotive research study.

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

Note: if you choose to participate in the Vehicle Diary, you must be willing and able to participate in the In-Depth Discussion.

If after reading the details you are comfortable with the requirements, and you are able to participate in the timeframes listed, click the ‘Start Survey’ button to see if you qualify for participation.

Note: There is no compensation for completing this qualifying survey; this is only to determine if you are eligible for the three activities. Not all will qualify so we thank you in advance for your time.

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 vehicle 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 vehicle 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 February 21, 2024 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 March 1. Most people take two to three hours to complete all activities. Please note: we will review responses and may ask for additional input if something is unclear. Upon completion of all activities you will receive $200.

A select few who complete the Vehicle Diary will then be selected to participate in the In-Depth Discussion (described below). In general, people that provide the most insightful feedback are chosen for the follow-up discussion.

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.

The majority of the ethnography will be in your home and may include a short drive to a spot of your choice. The discussion will last about 3-hours and compensation is $300. Participants will be chosen after reviewing the Vehicle Diaries.

The ethnographies are being conducted between March 7-9 in the LA area and March 11-13 in the SF/SJ area. You must be available during these times in order to participate in the Vehicle Diary.

The entirety of the discussion will be audio and video recorded for our own internal reporting purposes. The audio/video will 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.

Written Survey

The written survey is exactly as it sounds. We will have 8-10 questions, each requiring a lengthy written response. An example question is: “When you were considering purchasing your current vehicle, did you compare it to other models or different trims of the same model? If you made comparisons, which features or options did you decide not to include because the price was exceeding your expectations? Conversely, which features or options were essential for you, even though they increased the price? Please explain the reasoning behind your choices.”

We expect completion to take about 30 minutes and you will receive $75. Please note: we will review responses and may ask for additional input if something is unclear.