If the Easter Bunny were an Electric Vehicle, which one would it be? Presenting Predicta’s First Annual Easter Bunny EV Award

We couldn’t have been the only ones asking this question last week, right? Ok, so maybe we were. But that won’t stop us from giving out an Easter Bunny award anyway.

We turned to OpenAI’s ChatGPT for inspiration about which Easter Bunny characteristics commonly come to mind for Americans, and it got us off to a running start! The Easter Bunny is cute and cuddly, friendly and generous, playful and energetic, quick and stealthy. And in addition to everything else, it has quite a bit of space for all those eggs.

Using Predicta’s amplified intelligence tool, we combined all those ideas into an “Easter Bunny” dimension, and set it loose on our EV dataset. The competition was fierce. The fate of civilization hung in the balance (wink, wink). The Hyundai Ioniq and Kia EV6 were in it until the very end, but the winner of Predicta’s 2023 Easter Bunny award is….

Hyundai Kona EV!!

Easter Bunny EV attributes came up in a whopping 71% of Kona reviews compared to the EV industry average of 46%, and every single one of those 147 Easter Bunny Kona reviews were positive. These weren’t just marginally positive reviews, either. Predicta’s sentiment calculator assigns each comment a sentiment score on a scale of -1 to +1, which takes into account how positive or mixed reviews can be.

For example, there’s a big difference between “that burrito was pretty good” and “that was the greatest burrito ever created in the history of the universe”. The more exclusively and enthusiastically positive a comment is, the closer to +1 it gets. The Kona’s Easter Bunny reviews scored an average sentiment of +0.98 compared to +0.88 overall. 

So what makes the Kona a great Easter Bunny? The most relevant topics that came up out of the 20 or so we put into the Easter Bunny dimension were Cargo and Color. This brings up an important point when we’re looking at customer reviews with Predicta’s AI tool: we’re quantifying subjective data! Objective specifications suggest that the Kona’s cargo space is merely average among small EV SUVs. However, the people who own and drive the Kona seem to view it favorably. This could be due to the design and accessibility to the cargo space, owners’ expectations, or how Kona owners use the space compared to other EV owners. 

What would you like for us to look at next? Let us know at info@predicta.com!

Predicta tells smart marketers why their customers buy from them and not their competitors. 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.

Messages That Resonate with EV Consumers

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.