For other tech companies wishing to become similarly invaluable to consumers, the key is a commitment to carrying out ongoing consumer research.
Don't forget, even if your product offering was grounded in solid research, the world is continually changing, and you need to keep up with evolving wants and needs. This requires regular research into"" in your different markets, alongside consumer profiling and segmentation exercises to stay on top of the various customer sub-segments within those markets.
Good research should combine qualitative methods, such as focus groups, with quantitative tools like surveys, allowing you to corroborate the individual customer voice with a larger data set. Importantly, your research shouldn't be limited to existing customers; you'll also want to hear from the consumers you're yet to win over. You're aiming for a full and thorough understanding. Uber CEO Dara Khosrowshahi evento get firsthand experience as a driver and delivery agent.
According to the Free Press Journal,"During his time as an undercover driver, he was punished by the app for rejecting rides, being tip-baited by customers, and faced the rudeness of some Uber riders." He subsequently made significant changes to the app.It’s clear Uber goes to considerable lengths to be perceived as a local brand in its many thousands of cities, and it has reaped the rewards from doing this.
But even this master brand does occasionally get it wrong. In a recent localized advertising campaign referencing San Francisco’s Marina District, it used an image from the wrong city. Of course,, which just goes to underline the importance of understanding your audience. Even for Uber, I recommend some creative testing for next time.
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