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We report here on how we adapted Interactive Stated Response Methods to use in a self-completion survey of 454 California households to measure the market for electric vehicles in California. Electric vehicles are a novel product and have many features unfamiliar to consumers, in particular their home recharging capability and limited range. Reflexive techniques were designed to draw households into a deeper exploration of the lifestyle implications of electric vehicles than can be done in more typical self-completion surveys, and to stimulate key decision processes previously observed in detailed gaming interviews with 51 households. Reflexive self-completion techniques provide a middle course between typical large sample quantitative surveys and small sample, detailed gaming interviews. One of the benefits of the more intensive techniques was that participants reported finding the surveys …