Anyone done pricing research for EVs with first-time buyers?

Done this a few times — for first-time EV buyers I'd lean toward conjoint (specifically CBC) over price laddering because range anxiety and charging infrastructure tend to interact weirdly with price sensitivity. Pure price laddering misses how much those non-price attributes shift willingness to pay for this segment. We ran a study last year with ~500 first-timers and the price sensitivity curves looked totally different once we controlled for range and home charging access.