Lyft: Drivers and Brand Strategy
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Transcript of Lyft: Drivers and Brand Strategy
“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.