Best way to figure out what EV buyers actually care about?

Question

Trying to prioritize features for a new EV model and not sure if we should run conjoint or just do focus groups. What would you do?

Related reading:The Automotive Market at an Inflection Point: An Expert's View on EV Transition, Consumer Behavior, and Research Strategy"The Data Doesn't Lie, But It Often Misleads": A Conversation with Automotive Market Research Veteran Dr. Renata Solberg

Marcus Johnson · Answer

Honestly, do both but in sequence — focus groups first to make sure you're testing the right attributes, then conjoint to get the real trade-off data. For EVs specifically, range vs. price tends to dominate conjoint results, so make sure you're including enough levels there. Aim for at least 300-400 respondents if you want segment-level cuts.

Best way to figure out what EV buyers actually care about?

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