CHALLENGE
Lyft came to us for a strong foundational understanding of the driver. Drivers are a key audience for all rideshare companies, but specifically, happy drivers have been a differentiator for the Lyft brand. It was imperative for them to heighten efforts to attract drivers and boost long-term loyalty.
METHOD
Our team used Lyft’s database to survey 5,000 Lyft drivers. We used our proprietary method to creatively segment the audience to optimize the accuracy of profiling and targeting. Our profiles showcased their mindsets, lifestyles, behaviors, and attitudes. Additionally, we gathered driver ratings across Lyft’s competitive set.
RESULTS
MineMR provided Lyft with a cluster analysis, segment profiles, segment value scores, and a typing tool for their ongoing internal use. We also conducted a segmentation workshop at Lyft HQ to help ensure our insights were fully understood by the team and ready for activation.
