Previous research showed that the concept was sound, but launch partner Microsoft wanted to understand who tried the service and how it affected the perceptions of the brand.
We employed a bespoke recruitment solution using a two-step validation process to ensure we were speaking to the right people, without interrupting the engagement opportunity. The self-report data we collected augmented the interaction data from the system to give a clearer idea of who interacted, their thoughts on the experience, and the impact it had on their brand perceptions.
Passengers were positive about the experience and said that free Wi-Fi was a great service to offer in taxis. In fact, 58% agreed that they would be more likely to hail a taxi because it offered this service. Not only was the campaign a good fit for the brand, but based on benchmarks from other research led to a much more memorable experience than use of livery advertising alone.
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