A European tracking study with automotive customers, combining core behavioural metrics with our Thoughtscape approach, to uncover not only what consumers know and consider, but the emotional triggers and barriers shaping real adoption of alternative fuel vehicles.
As electric and hydrogen vehicles reshape the automotive category, MM-Eye helped a global brand understand what gives customers confidence to change. By uncovering the emotional drivers of adoption, we turned uncertainty into strategic clarity and category leadership.
For the past 10 years we have partnered with an automotive brand determined to lead its category as the industry accelerated toward alternative fuel vehicles. With the market’s direction still uncertain, they needed clear, customer-driven insight to guide bold, future-focused decisions.
We built a flexible, long-term tracking programme spanning European markets and vehicle segments. By combining core behavioural metrics with our Thoughtscape approach and advance conjoint analysis, we uncovered not only what consumers know and consider, but the emotional triggers and barriers shaping real adoption.
These insights have become a strategic engine for the brand — informing communications that build confidence, guiding product innovation for an ICE-free future, and clarifying the wider ecosystem challenges consumers face. The result: a business equipped to move faster, make smarter decisions, and position itself as a true leader in the alternative-fuel category.
