Client
Electric vehicle (EV) charging network
Project
Buyer personas & key messages
Marketing palette
Persona research interviews
Survey
Key messages
Client
Electric vehicle (EV) charging network
Project
Buyer personas & key messages
Marketing palette
Persona research interviews
Survey
Key messages
Need
A European EV charging network (name remains confidential) needed to gain a deeper understanding of their audiences (EV drivers) and develop buyer persona profiles. They were looking to gain insight into the needs, goals, decision-making criteria, preferences, and expectations of their diverse audiences concerning an EV charging network. Additionally, the company needed to craft key messages tailored to each of the resulting personas. The aim was to use these insights to enhance their marketing strategy and boost the quality of their products and services, thereby helping drive the transition to clean mobility forward.
Approach
We kicked off the project by talking to key people in marketing, sales, customer service, and product development. We also did research on the current EV charging landscape, and went through the company’s strategic documents, systems and web analytics to better understand their purpose, goals, challenges and results. Following this preparatory phase, we conducted 12 one-hour, in-depth interviews with EV drivers across four countries. We also ran a comprehensive survey to validate and enhance the insights from these interviews, and learn more about the sentiment surrounding the network in question as well as other networks.
Results
The project resulted in comprehensive persona profiles, key insights into EV drivers’ preferences and expectations, and tailored key messages that connect with each persona. These findings would enable the company to strengthen and personalise their communications across various channels, grow their EV driver community, and create a unified approach across departments, rooted in a shared understanding of their target audiences. All in all, the project would help the company elevate their marketing strategy and enhance their product offerings, all in alignment with the current EV ecosystem in Europe.