Electric Two-Wheeler Brand Perception & Urban Consumer Aspiration Survey
Urban two-wheeler buyers evaluate range anxiety, brand trust, and total ownership cost before committing to an EV, so you can sharpen positioning, fix conversion gaps, and benchmark pricing against segment willingness-to-pay.
CONTEXT & RELEVANCE
Why run this survey now
Most EV two-wheeler brands don't lose urban buyers purely on range or price. They lose them due to unresolved trust gaps, aspirational misalignment, unclear brand differentiation, weak dealer experience signals, and charging anxiety, none of which fully show up in sales funnel reports or social listening dashboards.
If you are...
- Incumbent ICE brand entering EV
- Pure-play EV brand scaling cities
- EV Product Planning Manager
- Network Development Head, urban
- VP Corporate Strategy, mobility
You're likely facing...
- Brand trust gap: ICE vs EV
- Aspiration mismatch: segment vs positioning
- Drop-offs: consideration to test-ride
- Legacy brands = safe/slow perception
- Pure-play EV = innovative/risky perception
This will help answer...
- Brand preference drivers beyond spec
- Consideration-to-purchase drop-off stage
- Urban segment aspiration vs reality
- Willingness to pay, feature trade-offs
- Switching triggers from ICE to EV
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete urban two-wheeler buyer journey from first consideration to post-purchase advocacy.
Discovery & Awareness
- First-touch channels, urban commuter
- OEM recall across city tiers
Brand Perception
- OEM image attributes, urban riders
- Legacy vs. new-age brand trust
Aspiration & Identity
- Lifestyle signalling, urban commuter
- Design aspiration vs. utility priority
Purchase Friction
- Drop-off points, pre-booking stage
- Dealership experience, test ride conversion
Pricing & WTP
- Willingness-to-pay ceiling, city segments
- Subsidy sensitivity, FAME II awareness
Ownership Experience
- Daily charging behaviour, home vs. public
- After-sales touchpoints, service frequency
Loyalty & Advocacy
- Repurchase intent, same OEM vs. switch
- Peer referral triggers, community forums
Competitive Positioning
- Head-to-head brand trade-offs, shortlist stage
- ICE-to-EV switch triggers, petrol scooter holdouts
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For the Electric Two-Wheeler Brand Perception and Urban Consumer Aspiration Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the electric two-wheeler and urban mobility space.
EV scooter segment preference & purchase trigger mapping (India)
OBJECTIVE
WHAT WE DID
DELIVERED
EV scooter segment preference & purchase trigger mapping (India)
Urban EV brand messaging & aspiration territory audit (West India)
EV scooter segment preference & purchase trigger mapping (India)
OBJECTIVE
A pan-India two-wheeler OEM needed to isolate which urban commuter segments (daily office riders, gig delivery riders, college-going first-time buyers) were most likely to convert from petrol scooters to electric scooters , and what specific triggers accelerated that shift.
WHAT WE DID
Ran a structured quant survey across 8 Tier-1 and Tier-2 cities with 1,200 respondents, capturing range anxiety thresholds, charging access proximity, total cost of ownership perception, and ranked purchase triggers by segment and city cluster.
DELIVERED
A segment-level preference map ranking conversion readiness by rider archetype, a trigger hierarchy by city tier, and a barrier list identifying the 4 friction points most likely to stall first purchase across each commuter segment.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between daily urban commuters, aspirational first-time buyers and existing ICE two-wheeler owners?
How will you measure electric two-wheeler brand preference beyond simple ratings?
Will the survey map the full electric two-wheeler consideration journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our electric two-wheeler GTM and dealer activation strategy?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.