Design of a survey to assess prospects for consumer electric mobility in Canada: a retrospective appraisal

This paper reviews the process that led to the development of a national survey instrument used to gather over 20,000 observations across Canada. This survey captured aspects of household preferences and behavioural intentions towards electric vehicles through a choice experiment and a comprehensive suite of attitudinal questions. Background information on demographics, residential location and context, vehicle ownership and purchase plans, and travel patterns among other aspects were also collected. Important survey design decisions are examined that include: the choice and implications of using a survey panel, screening criteria for the sample, conceptualization of the observational unit for the sample, critical aspects relating to the choice experiment, and tactics employed to manage and measure survey cognitive burden. Novel aspects associated with the survey design are discussed in this paper and these have enabled new research works on the implications of vehicle body type on choice of powertrain and insights into spatial variation in electric vehicle preferences. Results and insights discussed are seen as relevant for a range of survey practitioners including those with a focus on the consumer.