Interview Eleven: 6/16/05 (By Meg Butler)

• Male, 26
• Palo Alto, California
• Engaged to be married
• College graduate
• Former consultant
• Full-time graduate student
• Estimated annual income: $24,000
• Renter

• Do you have a car?

Yes

• What kind?

BMW 300-series

• Why did you choose your car? (Aesthetics, economics, practical use, etc.)

performance, aesthetics, reliability, resale value

• What do you do in your car? (commute to work, business, recreation, pick up the kids, friends, etc.)

commute, day trips, sometimes drive friends

• Where do you live? Suburbs? City? What do you do for employment? What do you hope to do for employment in the future? Where do you work? Do you work in your car?

Suburban area graduate student professor Stanford, CA no

• How much time do you spend in your car? (per day) Does this change on weekends?

20 min; more on weekends: 45 min/day

• What kind of work do you do in your car?

sometimes make phone calls

• Do you eat in your car?

yes

• Have you added any extras to the car? Upgrades?

no

• What is your favorite car?

BMW 3 series

• Are you into vintage cars? What do you like about them?

not really

• Tell me about the things you did in driving to work today, from the time you got in the car at home, to the time you got out of the car at work. I'm interested in everything, not just the making-the-car-go actions.

flip through radio presets, check cell phone messages, have a breathmint, realize i need a car wash

• What did you do as a kid when you went for a ride in the car?

look out the window, play games with siblings, play gameboy, talk to family, sleep, change clothes for sports, eat, read, annoy siblings

• Other than the making-the-car-go actions, what kinds of things do you give your attention to while you drive?

radio, weather

• Do you like being entertained while you are in your car? Do you need to entertain someone else while you are driving? How much control over entertainment do you want? As driver? As passenger in the front or back seat?

yes, enjoy conversation with passengers, as driver i like most control over entertainment, passenger controls good too, esp in back seat

• Do you use CDs? Do you have an MP3 player?

CDs

• Are you interested in satellite radio?

yes

• Is the quality of the sound an issue? More bass, greater amps? Do you like listening to your music loud? (Do you like being the center of attention in your car?)

sound quality important don't like to listen too loud or draw attention

• Do you use the phone much in your car? If so how much?

yes, make calls 75% of time

• Do you travel places where you require navigational aids? Do you like navigational aids?

yes use maps, printouts, but would prefer built-in navigation

• Is design an issue?

yes

• What do you want your car to feel like?

powerful, comfortable

• Do you care about what stuff is made of? (Materials: plastic, leather, wood, metal, etc.)

like leather and wood

• Do you like screens in your car?

navigational, but not tv

• Do you like dials, screens, electronic displays, 'old school' gauges etc.? Get into some specifics, but not too many?

yes

• If you had to buy a car right now, what would you buy? Why?

new BMW 3 series. I currently drive it, but the new 3 is redesigned and has more horsepower

• If you had to buy a car in ten years, when you had a better salary, what would you buy and why?

probably same as above

• What would be your priorities for spending money? House, kids, car, travel, electronic equipment, savings, computer equipment, media rooms, books, presents, charity, etc.?

family, house, savings, car, travel, entertainment

• If you bought a car with basic features and then wanted to add or upgrade, in what order would you add or upgrade? Media, interior, engine, wheels, etc?

Media, interior, engine, and wheels, just in that order.

• Would you rather buy a car with everything you want in it up front, or would you rather buy a basic car and upgrade as you go?

everything at once

• How is your music collection organized at home? Would you like to access it from the car? Would you like to download music in the car?

fiancee organizes it yes not urgent

• What was your first car? Did you like it? Why?

BMW 325i

yes, very much...has everything i need and more - performance, safety, reliability, comfort

• What cars did your parents drive? Which did you like the most? The least? Why?

Toyota Landcrusier SUV Mercedes sedan Ford Econoline van like the Landcruiser - most comfortable, good for traveling

• What car do you love to hate, and why?

Porsches - ugly, pretentious

• What is the nicest car you've ever driven? Why did you like it?

mine

• If you could borrow a car from a friend or family member for a date, what would you borrow? Why? For a road trip? For running errands?

would be nice to have to an SUV sometimes

• Would you consider sharing cars (one or two cars) with a wife/fiancee/girlfriend? Why or why not?

yes variety can be good; different vehicles for different purposes

• How do you feel about cars in general?

cars are one of the world's greatest inventions and i like how they can be customized and tailored for different people/personalities

• What would you like to see in a standard car in 2015? A luxury car? A family car? An economy car? What do you imagine will be mitigating factors at that time, both in the world and in your personal lives?

alternative fuel system nice to have a car that is spacious, flexible, and efficient importance of family makes safety top priority