Driving electric vehicle messaging through ethnographic research: A Con Edison story

Customers don’t always think about electric vehicles (EVs) and EV charging the way that industry insiders do. In fact, most customers don’t know much about either. Con Edison, a large investor-owned utility in New York, is well aware of the challenges this brings. The utilty is installing curbside charging stations across New York City—a considerable task in a densely populated area with fiercely competitive parking. But before launching its EV charging infrastructure program, Con Edison wanted to better understand its customers’ perceptions around EVs and EV charging. That’s where E Source came in. We worked with Con Edison on an ethnographic market research study designed to elicit New Yorkers’ true opinions via pictures, messages, and self-filmed videos on EVs, EV charging, and curbside chargers. Con Edison used this ethnographic research to guide its messaging strategy for EV and curbside charging.

During this webinar you’ll learn about:

• Con Edison’s curbside charger project
• Our approach to the ethnographic market research study
• Key insights regarding customers’ opinions about EVs and EV charging
• Customer insights that helped shape Con Edison’s EV messaging

Speakers:

Adam Maxwell, managing director, Management Consulting, E Source
Brian Ross, EV demonstrations project manager, Con Edison

Who should attend:

Any utility employee who is interested in EVs and wants to see unique customer insights. You can work in any department, including marketing, program design, innovation, or market research.

Interested in this event but can’t attend? Register anyway and we’ll notify you when the presentation and recording are ready for on-demand viewing. Questions about this event? Send us a message.