EV Intender Study in India — Purchase Drivers & Charging Concerns

Project Overview :

A large-scale CAWI study with Indian consumers aged 25–55 intending to purchase a vehicle within 24 months, split between EV intenders and ICE intenders, exploring purchase drivers, range/charging concerns, and brand consideration sets.

Challenge :

India's scale and diversity demanded a large N (350), strict city-tier quotas (metro vs. tier-2 cities), and mobile-first design for a smartphone-dominant market — all within a 10-day window and a highly competitive budget.

Solution :

Our emerging-market execution approach included:

• City-Tier Quota Management : Real-time quota monitoring across metro and tier-2 panels to maintain representativity.
• Mobile-First Programming : Designed for low-data, mid-range Android devices typical of tier-2 audiences.
• Multi-Language Support : English and Hindi instruments with regional review for clarity.
• Source Blending : Multiple panel sources blended to hit both intender segments without incidence inflation.

Project Results :

Target: India, vehicle intenders 25–55, EV vs. ICE split, metro + tier-2 cities.

N Size: 350 completed interviews.

Incidence Rate (IR): 22%.

Length of Interview (LOI): 16 minutes.

Field Time: 10 days.

All quotas delivered on time. The client gained a clear EV-vs-ICE trade-off map, city-tier differences in charging infrastructure concern, and a ranked brand consideration funnel to guide their India market entry.