The performance parts and accessories industry has become increasingly interested in the perceptions and attitudes of pickup truck owners. Foresight Research conducted a study of this group in May and June of 2004. The most recent study prior to this had been conducted in 1999. Some of the information in this report was taken from the 2004 Full Size Pickup Truck Accessory Market & Option Packaging Study. The study included the current owners or lessees and principal drivers of 2003 and 2004 model year, full-size pickup trucks purchased between January 2003 and April 2004. A total of 38,245 households were contacted via telephone, and 1,714 qualified surveys were conducted.