Best way to segment EV buyers who are still on the fence?

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Trying to understand what's holding non-adopters back — is it range anxiety, price, or just habit? Wondering if anyone has a segmentation approach that actually worked for this.

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Amara Okafor · Answer

We ran a jobs-to-be-done segmentation on a similar project and it was way more revealing than basic attitudinal splits — turns out 'fence-sitters' actually broke into 3 distinct groups: infrastructure worriers, financial calculators, and lifestyle identity holdouts. Pairing that with a simple MaxDiff to rank their top barriers gave us clean, actionable clusters. If you can get ~300+ respondents, that combo works really well for this.

Best way to segment EV buyers who are still on the fence?

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