“Driver Stories”Carolyn Huang

A Deep Dive

What role do drivers play in shaping brand perception?

MethodologySecondary Research• Branded Media

Primary Research• Focus Group• Insta-Poll• Media Content Analysis

Methodology Key Findings Challenges

Uber

Lyft

Branded Media

Lyft drivers are part of the family• “Lyft Stories”• Celebrated on Instagram

Uber drivers service consumers for business• “Sixth Star Award” • Few Instagram mentions

Methodology Key Findings Challenges

Focus Group Lyft• Like a friend• Talkative• Casual• “Newer” drivers• A couple wrong

turns

Uber• Like a taxi• Don’t Pry• Professional• Established• Trained

Methodology Key Findings Challenges

Focus GroupBoth passengers and drivers are wary• Safety– Stranger danger– Designated Drivers

• Personal information– Accountability – Accessibility– Privacy

Methodology Key Findings Challenges

How often were drivers mentioned?

13%

87%

Insta-Poll

DriverOther

Methodology Key Findings Challenges

20%

80%

Media Content Analysis

DriverOther

Challenges and Limitations• Focus Group only represents USC PR

students• Insta-Poll only represents USC students• Small scope of Insta-Poll (50 people) makes

it difficult to dig deep into driver analysis• Few media articles discuss college

demographic; quality of articles not top notch

• The personality that each driver assumes may not be indicative of the brand

Methodology Key Findings Challenges

Summation

What role do drivers play in shaping brand perception?

The drivers are important as one component of the entire brand story.