Challenge

The main challenge of this project was to gain deep insights into the experiences and behaviors of Electric Vehicle (EV) owners in Germany, specifically in and around Berlin. Understanding the nuances of EV ownership, including charging habits, pain points, and motivations, required thorough research and direct interaction with EV owners. Additionally, navigating cultural differences and language barriers presented challenges in effectively communicating and gathering insights from participants.

Results

Despite challenges, the research provided crucial insights informing strategic decisions for entering the German EV market. Through observations and interviews, I gained a deep understanding of EV owners' experiences, pinpointing key moments in their journey. Collaboration with the Australian team facilitated data synthesis, leading to actionable recommendations. This culminated in a customer-centric strategy for market entry, addressing both customer needs and market dynamics, ensuring a successful launch.

Priceless Strategic Insights: The research uncovered valuable insights into the preferences, behaviors, and pain points of German EV owners. These strategic insights can be used to inform future product development, marketing strategies, and business decisions, even if the product hasn't been launched in the market yet. For example, understanding the key factors influencing EV adoption in Germany helps in refining the product offering or tailoring marketing messages to resonate with the target audience.

15 Interviews: Conducted 15 in-depth interviews provided valuable insights into the experiences, challenges, and preferences of electric vehicle owners in Germany. These interviews helped uncover nuanced perspectives and key pain points, informing strategic decisions for market entry and product development.

11 Feedback Sessions: Gathering feedback from 11 validation sessions allowed for the validation of concepts and ideas derived from the research findings. These sessions provided actionable insights into feasibility, desirability, and usability of proposed solutions, guiding the refinement and optimization of the customer experience strategy.