How are people researching EV purchase decisions right now?

Question

Working on a project for a mid-size auto brand and trying to understand what's actually driving EV consideration. Curious if surveys are enough or if we need something more qualitative.

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Fatima Al-Hassan · Answer

Surveys alone usually miss the messy reality of EV decisions — range anxiety, charging logistics, and spouse buy-in all come up way more in ethnographies or shop-alongs than in quant. I'd recommend pairing a segmentation survey with maybe 15-20 in-depth interviews, especially with near-intenders who considered EV but bought ICE instead — those people are gold. Google's 'Auto Gear Shift' study is also worth a read for benchmarking what touchpoints actually move people.

How are people researching EV purchase decisions right now?

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