How do you segment EV buyers who are on the fence about switching?

Question

Working on a project for a mid-size auto brand and trying to figure out the best way to split out hesitant EV considerers from true intenders. Any frameworks or survey approaches that have worked for you?

Elena Petrov · Answer

We tackled something similar last quarter — the key for us was a two-stage screen combining purchase timeline (12-month intent) with a barrier battery to separate 'cost-anxious fence-sitters' from 'range anxiety' types and 'lifestyle fit' doubters. Those three clusters respond really differently to messaging, so collapsing them into one 'hesitant' group usually kills your targeting. Likert-scaled barrier items plus a conjoint on charging/range trade-offs worked really well for teasing that apart

How do you segment EV buyers who are on the fence about switching?

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