The work started with designing a primary research study in collaboration with Carat USA, Cadillac’s media agency. A survey built to surface media consumption habits, purchase motivations, and behavioral signals across the EV consideration journey. It collected 750 responses across three consumer segments.

That primary data was analyzed alongside segment profiles the client already had. For each segment, the analysis went beyond channel usage. The goal was to understand the shape of a media day, what people consume, when, and what carries weight at different points in a high-consideration purchase. Hobbies, interests, daily routines, media habits, all of it fed into mapping the segment's world before drawing any strategic conclusions. From that came a core insight per segment: the specific signal that explained what would actually move that buyer.