The Challenge
A global automotive OEM required EV vs ICE purchase intent mapping across US, UK, Germany, France, China, Japan, Australia, and India. 500 car buyers per market with a vehicle purchase planned within 24 months. Conjoint analysis required to quantify EV feature preference trade-offs.
Our Approach
CAWI with adaptive conjoint (CBC). Screener targeting planned car buyers. EV and ICE ownership and intent segmentation. Range anxiety, charging infrastructure, and total cost of ownership modules. Real-time quota tracking per market.
Results
4,000 completes. 8 markets. 3-week delivery. CBC utility scores and preference share simulations delivered per market.
Client Outcome
Study revealed India as the fastest-growing EV intent market (+34% YoY vs prior wave). China showed highest sensitivity to charging infrastructure availability. Findings shaped the OEM's 2026–2028 electrification investment plan.
Project Specifications
- Markets Covered: US, UK, Germany, France, China, Japan, Australia, India.
- Audience Recruited: Intent-to-purchase car buyers (within 24 months).
- Methodology: Adaptive choice-based conjoint (CBC).
- Key Focus: Range anxiety, charging infrastructure barriers, total cost of ownership.
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