EVs and Consumer Opinion
How Can Media Intelligence Help to Accelerate the Switch to EVs
Michael Urquhart
Michael specialises in partnering with civil society and public sector organisations who value a research-led approach to digital media consultancy. With topics spanning from information manipulation to trust in institutions, his research is driven by a deep understanding of how the media shapes citizen perceptions of the world around them.
RESEARCH PROBLEM
Myths and misinformation persist in the UK debate on EVs. These polarised culture wars threaten the transition to electric vehicles and complicate strategic communications efforts.
RESEARCH PLAN
Custom methodology toolkit selected to map the online conversation surrounding electric vehicles, understand the key audience groups engaging in debate, and identify critical intervention points.
RESEARCH PATHWAY
The insights helped drive an evidence-backed Q&A in response to the 2030 ICE ban, and the research continues to inform strategy behind ‘sceptic-targeted’ marketing campaigns.