Has anyone segmented EV buyers by lifestyle vs. just demographics?

Question

We're trying to go beyond age and income for an EV client. Curious if psychographic segmentation has actually moved the needle for anyone here.

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Amara Okafor · Answer

Yes, and it absolutely moves the needle for EV clients. We've had good results splitting buyers into segments like 'eco-conscious minimalists,' 'tech-forward early adopters,' and 'status seekers' using a combo of VALS framework questions and cluster analysis in SPSS. Demographics alone won't tell you why someone is choosing a Tesla over a Rivian, but psychographics usually will.

Has anyone segmented EV buyers by lifestyle vs. just demographics?

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