The Energy Technologies Institute Plug-in Vehicles Economics and Infrastructure Project aims to forecast and characterise in detail the future consumer market for electric vehicles in the UK. Led by Ricardo in partnership with the Transport Research Laboratory, University of Sussex, Element Energy and Shell, this initiative is one of three research projects being funded by the Energy Technologies Institute as part of its £11m low carbon vehicle plan to support the roll out of electric vehicles. Dr Anable will be responsible for leading the design of quantitative survey work to quantify the key factors that will influence consumer behaviours focusing in particular on attitudinal drivers for plug-in vehicles and feeding in to a detailed segmentation of the market.