Worked example: test rides for a new electric scooter

This is an example. The brand, the people and the answers are invented to show how a study runs from brief to findings. No customer’s data appears in it.

The brief

A scooter maker is running test rides for a new electric model and wants to know what riders notice, what worries them, and what would stop them buying.

The questions

• “What did you expect before the ride, and what surprised you?”
• “How did it feel in traffic?”
• “What, if anything, would stop you buying one?”
• “Who would you recommend it to, and what would you tell them?”

Getting the survey to riders

A QR code at each test-ride centre, handed over with the keys on the way back. Riders answer on their own phone before they leave, in whichever language they like.

What comes back

The overview groups the answers into themes such as ride comfort, pickup, handling in traffic, real-world range, price and charging access, each with its sentiment split. In this example, comfort and pickup lean positive, price and charging access are where the doubts gather, and opinion on real-world range is divided.

What the team does next

They open the responses that mention charging access first, because that is where purchase doubts cluster, and share three of them with the product team through links that expire in a week. A second wave of rides, after a change to the charging offer, shows whether the theme moves.