Brief

 

Disney Advertising requested a research report on opinions on electric vehicles, focusing on Gen Z opinions, to confirm its current findings.

 

Methodology

 

To conduct a Market Analysis of the EV and Hybrid Vehicle industry, we utilized industry enterprise research systems such as Mintel, WARC, MRI Simmons, Hoovers, MarketLine, IBIS World, and Stylus.

 

We also utilized Quid, a social listening program, to analyze online conversations surrounding targeted keywords to pull social conversations surrounding EVs, general user values, conversation direction, and other key metrics to gain insight into Gen Z sentiment surrounding EVs.

 

Our analysis included all mainstream social media channels - Facebook, Instagram, TikTok, Tumblr, Twitter/X, Reddit, and YouTube. We also conducted our own native search to supplement our findings. As one of the strategists on this team, I completed the social listening section of the report (pages 25-33).

 

Social Listening Report (pages 25-33)

 

For this section, I utilized a combination of Quid and native search. Using Quid, I found how frequently EVs were mentioned on social media and how many posts contained "electric vehicles" and other related terms I manually put into the filter, general sentiments on EVs using Quid's world cloud generating tool, and a pie chart containing words carrying positive and negative sentiments on the terms in the filter. I also found the demographics of those who participated in these conversations.

Utilizing Quid's AI feature, I also visualized the top ten trending topics taking place with the EV conversations to see how they all intertwined together, which contextualized the discourse taking place.

Utilizing a mix of Quid findings and native search, I also found Gen Z consideration statistics, a perception difference between Teslas and all other EVs, how Gen Z and nearly half of other drivers view their cars as a third space for entertainment and relaxation, Gen Z likes and dislikes of EVs, Gen Z brand loyalty for the car industry, and sentiments on Elon Musk as a large thought leader in the industry.