Client Situation

Business Objective

  • An electric utility wanted to create a resource center that would position their organization as a source of credible information on electric vehicles (EVs).

The Challenge

  • Prior research conducted by this utility had indicated that consumers did not consider the utility as an information source for EVs.
  • Based on these findings, branding and messaging were important objectives of the research.

Schmidt’s Solution

Our Approach

  • Schmidt leveraged the utility’s insight community to identify current and near-term prospective EV owners.
  • An online survey was deployed and received more than 1,000 + responses, representing an above-average 24% response rate.
  • Monadic survey design was used to evaluate four program names depicted with and without an EV logo (eight designs in total).

Outcome

  • One prospective program name – preferred by more than half of respondents in a head-to-head evaluation of all four names – was identified as the best fit for the resource center.
  • The study confirmed that including an EV logo improved clarity and connection to the resource center description.
  • Verbatim comments collected in the surveys helped to surface key aspects of messaging that resonated with consumers.