Best way to measure EV brand switching intent right now?

Question

Trying to understand how likely current ICE car owners are to switch to EV in the next purchase cycle. Not sure if a survey is enough or if I need something more qualitative.

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James O'Brien · Answer

Surveys can get you there but I'd pair them with a MaxDiff or choice-based conjoint to really stress-test the intent — stated intent for EVs is notoriously inflated when you ask directly. We ran something similar last quarter and found revealed preference questions (e.g. 'would you still choose EV if charging took 45 mins?') dropped intent by about 30%. Add a few in-depth interviews with ICE holdouts to understand the emotional blockers, that qualitative layer is gold right now.

Best way to measure EV brand switching intent right now?

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