The document summarizes the process of conducting focus group research to understand why people have started taking the bus instead of driving due to rising gas prices. The researcher identified a correlation between discussions of high gas prices and riding the bus online. Through screening questions, the focus group targeted people age 21-40 who had made the switch to bus within the past year due to gas prices or environmental concerns. The focus group discussion explored participants' experiences making the switch from driving to taking the bus and their perceptions of current bus advertising.