A consulting contract with the California Air Resources Board led to a project examining how California drivers' and fleet managers' perceptions, attitudes, and consumer behavior regarding Clean Vehicle Technologies influenced their own energy choices when it came to purchasing vehicles. The consultants examined archival research, conducted focus groups, and collected survey data to analyze participant attitudes and behaviors. Key to the success of the project was the use of instructional communication theory and practice, which enabled the consultants to work productively with the client in carrying out valid research and to evoke meaningful responses from the participants.