Now that Predicta’s Amplified Intelligence engine established in a previous post that environmental topics aren’t relevant enough to move the needle with potential EV buyers, some of you are asking for a deeper dive into what CAN make a difference. Wait no longer!
First, let’s add some context about how consumers make decisions. Several decades ago, Dr. Darrel Edwards, co-founder of research firm Strategic Vision, discovered a universal equation for human behavior and used it to develop ValueCentered Psychology®. It has five sequential components and applies to how we feel about experiences, products, brands, or other people. These components are, in order (and woefully oversimplified):
Security: The trust, comfort, confidence, and safety we feel
Freedom: With ample Security comes Freedom – both Freedom TO (explore, live, be ourselves) and freedom FROM (hassle, stress, worry)
Esteem: The degree to which – and the ways in which – we feel good about ourselves
Harmony: Self-actualization and personal fulfillment
Love: With the previous four components fulfilled, the love we have for that experience, product, brand, or person flourishes
Now that you’re a certified psychologist, let’s get back to EVs. Current EV concerns center around fundamental emotions like Security (reliability, safety) and Freedom (charging hassle, range anxiety, cost).
Instead of pushing cherry-on-top benefits like environmental topics, Predicta’s AI found that EV advocates should communicate top-of-mind topics that reinforce Security and Freedom!
Here are three topics that Predicta’s amplified intelligence engine identified that resonate with consumers:
Reliability/Quality (mentioned 3.0 times more often than environmental topics): Marketers should emphasize that there are fewer things that can go wrong with an EV to strand drivers on the side of the road. And they can forget about dumping time and money into oil changes, head gaskets, or timing belts!
Performance (2.4 times more often): Consumers love the Freedom experienced with an EVs power and acceleration and feel the Security of performance improving active safety (control, avoiding an accident, etc.).
Charging (2.3 times more often): Consumers talk about how refueling at home is convenient and way cheaper, enhancing Freedom! Can’t charge at home? Have your car refuel itself when you’re at work or at the store. No extra trip to the gas station needed! That’s one fewer stop to make – one fewer thing on your to-do list.
What else would you put on this list? What would you like us to look at with Predicta’s amplified intelligence engine next? Contact us and let us know!
Predicta automates competitive product intelligence using deep learning AI techniques. Gleaned from thousands of sources, Predicta delivers Amplified Intelligence to marketers less expensively and more quickly than traditional market research. Predicta enables marketers to avoid mistakes and save money by illuminating what their consumers think, feel and talk about. For more information email info@predicta.com.