KBB Seeks New- & Used-Vehicle Shoppers for New Blogging Diary
IRVINE, Calif., September 13, 2011/Auto Remarketing
Kelley Blue Book is turning to consumer-generated “diary” blogging for a new study that it hopes can shed some light on what makes car shoppers tick and how technology may need to adapt to their needs.
KBB is looking for as many as 16 prospective new- or used-car buyers to keep a virtual diary of their car-shopping process.
The company will ask that participants share their day-to-day vehicle-shopping experiences through the micro-blogging site Tumblr.
As far as what the company hopes to learn, specifically, KBB is aiming “to validate preexisting understandings about the car-shopping process and uncover any new needs/trends relative to the role of technology in the modern vehicle research process,” KBB user research coordinator Theo Chao shared with Auto Remarketing on Monday.
The end goal is “to help Kelley Blue Book gain better understanding of its visitors in order to inform design. The results will help in creating future products and services from Kelley Blue Book,” Chao further noted.
KBB will encourage its bloggers to post images, videos, links, quotes and audio, and is currently looking for potential participants.
“With the help of actual shoppers, Kelley Blue Book will gather greater insight into the car-buying process,” stated JD Buckley, user research manager for KBB.
“Kelley Blue Book wants to hear directly from car shoppers about their motivations and shopping behavior,” Buckley added. “By sharing their first-hand experiences, participants could have an impact on future products and services."
The company is providing participants with "Diary Kits." These will contain a handheld video camera, tripod, instructions for Tumblr and some “thought-starter” car-shopping questions.
KBB is allowing participants to keep the camera after the study is completed and is also giving each one a $100 American Express gift card. Those completing the study will also be entered for a grand-prize drawing.
The grand prize choices are:
—Having a member of Kbb.com’s expert editorial along for vehicle shopping.
—An Apple iPad.
As listed by KBB, participants have to be:
- 18 years old or older.
- A legal resident of one of the 50 United States or the District of Columbia.
- Be the primary decision maker in an upcoming vehicle purchase.
- Plan to purchase a used or new car within the next three to six months.
- Willing to participate in an online study that requires weekly posts during the three- to six-month time frame.
- Able to learn how to and use recording devices (including, but not limited to, pocket video cameras, smartphones, digital cameras and audio recorders).
- Experience using the Web is recommended but not required.
- Must be located in the United States.
More information is available at: http://kbb.us/kbbresearch
