Client Context  

A leading automotive brand was in the process of defining its future Electric Vehicle (EV) roadmap. To ensure the success of its upcoming launches, the brand needed to deeply understand the mindset of "EV Aspirers" (customers who intend to buy an EV as their next vehicle). 

The Challenge: Decoding the Aspirer Mindset 

While market interest in EVs was growing, the client needed to move beyond broad trends to understand the specific factors driving conversion for their target audience. They faced critical information gaps regarding: 

• Motivations vs. Barriers: Understanding what specifically drove the desire to switch and, conversely, what held high-intent buyers back. 
• Product Expectations: Determining precise expectations for design, interiors, range, and charging infrastructure. 
• Price & Category Preferences: Establishing the optimal price-to-value equation, specifically regarding expectations for price parity with internal combustion engines, premium feature requirements, and preferred vehicle segments such as SUVs versus Hatchbacks. 

The client commissioned feedback calls with Aspirers and partnered with InXiteOut to analyze this customer feedback and align their future product positioning and communication strategy with actual customer realities. 

The InXiteOut Approach 

We analyzed feedback from a diverse panel, including existing brand owners who are aspiring to switch and non-brand owners evaluating the broader market. InXiteOut leveraged MEGHNAD, its proprietary VoC intelligence accelerator, to process this qualitative data through a three-stage framework: 

MEGHNAD-driven feature extraction  

Meghnad ingested the raw feedback calls. The platform extracted and structured the unstructured voice data to capture critical insights regarding the aspirer mindset: 

• Perceived Benefits (EV vs. ICE): Identified the key advantages aspirers associate with EVs compared to Internal Combustion Engines (e.g., lower running costs, smoother drive, environmental impact). 
• Hesitations to Switch: Pinpointed the specific barriers preventing high-intent buyers from shifting to EVs despite the perceived benefits (e.g., range anxiety, charging infrastructure, resale value). 
• Market Awareness: Mapped the aspirers' current knowledge and recall of existing EV models available in the market. 
• Feature Gaps: Highlighted the specific features users feel are missing or inadequate in current EV offerings. 
• Future Expectations: Extracted precise requirements for their "ideal" future EV, including range, charging speed, and interior specifications. 

Thematic clustering and segmentation 

Using the structured data, we clustered aspirers based on their primary decision drivers rather than just demographics: 

• The "Convenience" Seekers: Users who demanded an ownership experience as seamless as an ICE vehicle, prioritizing fast, accessible charging to support unplanned travel. 
• The "Value" Conscious: Users focused on low cost of ownership (running costs) but highly sensitive to upfront price and battery replacement risks. 
• The "Tech & Premium" Aspirers: Users who viewed EV ownership as a lifestyle upgrade, demanding futuristic interiors, digital dashboards, and advanced features over traditional automotive metrics. 

Gap analysis (expectation vs. reality)  

Finally, we mapped aspirer expectations against current market realities to highlight a critical strategic conflict. We analyzed the three-way trade-off in the aspirer's mind: the demand for an aggressive range (500 km+) and premium features (digital cockpits, futuristic interiors), all within a strict mass-market price point (under ₹20 Lakh). This insight allowed the client to define a precise "Value Equation" that balanced performance costs with the high-visibility features customers value most. 

Technology stack used 

• MEGHNAD, IXO’s VoC Accelerator  
• Azure ETL Platform  

Benefits Delivered 

The research transformed vague "aspirations" into a concrete, data-backed product strategy: 

• Defined the Product Value Equation: Validated the critical trade-off, high range (500km+) and premium feature preference versus strict price sensitivity (<₹20 Lakh), enabling the client to optimize their feature mix for the target price point. 
• Addressed the "Trust Gap": Identified that the majority of the hesitation stemmed from infrastructure and battery anxiety. This prompted a strategic pivot from "selling the car" to "selling the ecosystem" (warranties, charging partnerships). 
• Aligned Design with Aspiration: Confirmed that aspirers view EVs as a "progressive lifestyle choice," driving a product shift toward futuristic design and premium interiors. 
• Revamped Brand Communication: Countered low spontaneous awareness with an aggressive, digital-first campaign focused on feature-led storytelling to build credibility and recall.