Case Study: Chinese EV Market Research in the Southeast Asia
- Client
- Chinese Electric Vehicle Manufacturer
- Duration
- October - November 2025
- Service
- Multi-country respondent recruitment and fieldwork coordination
The Business Issue
A Chinese automotive brand sought to strengthen their position in Southeast Asia’s rapidly growing EV market. To succeed, they needed comprehensive intelligence on consumer behavior, preferences, and brand perception across multiple ASEAN markets – Philippines, Vietnam, Thailand, Malaysia, and Indonesia, particularly regarding attitudes toward Chinese electric vehicles.
The Techniques
- Qualitative Methods
Two-hour focus group discussions with 6 respondents per session were conducted across five ASEAN countries. The study employed a structured five-module discussion guide designed to capture both rational and emotional consumer insights into the EV market. Discussions progressed through Participant Profiling, Purchase Journey Mapping, Usage & Satisfaction Analysis, Service Experience Evaluation, and concluded with brand perception mapping specific to electric vehicles.
The Results
Iconic Research coordinated between the client and local research teams across all five markets, ensuring focus group discussions were executed consistently and deliverables met quality standards. For Thailand’s EV market specifically, we recruited a skilled moderator and Chinese simultaneous translator, while carefully selecting lively, knowledgeable respondents. The research revealed that Chinese electric vehicles are increasingly viewed as technological trendsetters rather than budget alternatives, with consumers showing genuine anticipation for innovation in the EV market—challenging assumptions about skepticism toward Chinese automotive brands.
