• Easy Taxi market surveys (2014)

    Objectives

    • Understand the current situation of taxi usage of passengers (end-users), as well as habits and experience of taxi drivers in Vietnam
    • Collect database for Easy Taxi’s sales and marketing activities
    • Promote brand awareness

  • Easy Taxi market surveys (2014)

    Challenges

    • Product knowledge is rather limited among target respondents
    • Drivers are not easy to approach for survey on the road
    • Obtain sincere & genuine responses from respondents via phone survey 

     

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  • Easy Taxi market surveys (2014)

    Strategies

    • Develop detailed scripts for phone survey and for initiating conversations with drivers
    • Develop short & succinct questionnaires
    • Use incentives to attract respondents

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  • Easy Taxi market surveys (2014)

    Activities

    • Developed questionnaires tailored to end-users and taxi drivers
    • Online questionnaire for end-users was also developed and promoted using social media
    • Approached end-users via phone and drivers at waiting locations to collect answers
    • Produced both raw answer data and complete analysis reports concluding findings of the surveys

     

  • Easy Taxi market surveys (2014)

    Results

    • 200 respondents from Hanoi and 200 respondents from HCMC for the end-user survey
    • 80 drivers from  reputable taxi companies in Hanoi for the driver survey
    • Promoted awareness among target audiences of Easy Taxi
    • Findings supported recommendations for the next phase of operations & relevant marketing activities
  • Easy Taxi market surveys (2014)