Best way to survey EV buyers about their switching decision?

Question

Working on a project about what finally pushes ICE car owners to buy an EV. Wondering if conjoint analysis makes sense here or if there's something better.

Related reading:Plant-Based Revolution: How Market Researchers Are Decoding the $77 Billion Food and Beverage ShiftElectric Vehicle Market Surge: How Researchers Are Tracking the $957 Billion Automotive Transformation

Hannah Becker · Answer

Conjoint is great for hypothetical trade-offs, but since these folks already made the switch, I'd pair it with a retrospective decision journey survey — ask them to rank the top 3 factors that actually tipped them over the edge. You'll get richer 'aha moment' data than conjoint alone can give you. Tools like Qualtrics with a MaxDiff block work really well for this combo.

Best way to survey EV buyers about their switching decision?

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