Navigating Rider Experiences: Focus Groups Across the UK's Northern Cities

Study Objective: Deep Dive into Regional Transport Preferences 🎯🔍 MindMarket embarked on a targeted study to grasp the transportation habits and preferences of both current and potential Uber riders in the UK's northern cities of Wirral, Sunderland, and Bradford. The project aimed to illuminate the specific needs and behaviors of riders in these distinct regions, providing the client with actionable insights to refine their service offerings.

Methodology: Combining Diaries and Focus Groups 📓🗣️ To gather in-depth data, we recruited 6 participants for each of the 6 online focus groups, making a concerted effort to reach individuals in these specific locales. Each participant first completed a 7-day online diary, meticulously documenting details of their trips—ranging from commuting to social visits and shopping. This diary phase captured the reasons behind their transportation choices, setting a rich context for the subsequent 75-minute focus group discussions.

Challenges: Recruitment and Regional Insight 🚀📍 Recruiting participants from these targeted UK regions posed a significant challenge due to the specific demographic and geographic criteria. However, our team's dedication ensured we successfully enlisted a diverse group of respondents, going above and beyond to facilitate their participation. This commitment allowed us to conduct the study seamlessly and gather highly localised insights.

Impact: Enhancing Client Strategies 💡🚌 The combination of detailed travel diaries and focused group discussions yielded profound insights into how residents of Wirral, Sunderland, and Bradford use various transportation modes, including competitive services. The findings provided the client with a deep understanding of regional market dynamics, user needs, and potential areas for service improvement. This information is instrumental in helping the client tailor their offerings to better meet the needs of riders in these regions.

This project not only reinforced MindMarket’s capability in managing logistically complex research but also highlighted our ability to derive nuanced insights that drive strategic decision-making for global brands looking to optimise local market penetration.

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