Case Study
Understanding What Drives Premium Selection
The challenge:
A transportation company wanted to increase adoption of its premium tier of products, but did not have a good understanding of how customers made product decisions or differentiated between its premium products.
The company needed a roadmap for each product: the target customer, the core occasions, and a distinct positioning that differentiated the product within the broader product portfolio. This roadmap had to be actionable across business operations, product, and marketing teams.
Our approach:
- Focus groups and one on one interviews conducted across key audiences and locations to explore rider motivations, use cases, and decision drivers for selecting premium ride options.
- Analysis focused on identifying differentiated benefits, mapping the premium decision journey, and testing messaging topics and language aligned to premium use cases.
The result:
- Clear understanding of premium decision drivers, identifying the core factors that encourage customers to choose premium rides.
- Refined premium value proposition, aligning messaging with customer expectations around reliability, luxury, control, and consistent safety.
- Actionable messaging guidance, informing how to structure communications for both current and prospective premium ride customers to increase uptake.
