Fieldwork at brandfests consisted mainly of participant
observation augmented by photography, videotaping, and
informal interviews. Near the end of an event, it frequently
became convenient to engage in more formalized depth
interviews. Our data-recording methods mirrored the activities
of many other participants who sought to capture their
experiences to share with “the folks back home.” We gathered
data throughout the events, including at orientations, at
meals, on the trails, and at social gatherings. Typically, for
the first day or two of an event, we maintained an unobtrusive presence as participants. Accurately representing ourselves
as relative newcomers to the off-road experience, we
placed ourselves in positions to empathize with other firsttimers
and to receive instruction and socialization from
experienced owners. Our conversations covered such topics
as ownership history; off-road experience; current thoughts
(e.g., anxieties, excitement, periodic boredom, opinions
about the event); plans for Jeep usage; and personal data,
including names, occupations, family situations, and occasionally
addresses. On-trail relationships developed a familiarity
that enabled us to observe changes in attitudes and
social relationships over the course of an event.