This is an example of qualitative research, specifically a focus group. A focus group is a method of data collection in which a group of people is brought together to discuss a particular topic or issue in-depth, usually led by a moderator. The aim of a focus group is to obtain rich, detailed data about the experiences, opinions, attitudes, and behaviors of participants related to a specific topic of interest. In this case, Toyota is seeking to gain insight into the features that are most frequently used by their customers, which can help inform future product development and marketing strategies.