Best way to measure brand trust for a new EV brand?

Question

Trying to figure out how to benchmark trust for a newer EV brand against the legacy automakers. Not sure if a standard survey works or if we need something more qualitative.

Related reading:How to Conduct Rigorous Market Segmentation Research in the Machinery and Equipment SectorElectric Vehicle Market Surge: How Automotive Researchers Can Navigate the 2024–2030 Landscape

Isabella Moreau · Answer

I'd actually do both — a short quantitative survey using a validated trust scale (like the Brand Trust Scale with ~4-6 items) gives you the benchmark numbers against legacy OEMs, but a few focus groups or in-depth interviews will tell you *why* the gaps exist. For a newer EV brand, I'd pay extra attention to trust dimensions around safety and long-term reliability since those tend to be the sharpest pain points versus established names.

Best way to measure brand trust for a new EV brand?

1 Answer

Your Answer

Related Content