VisionsLive decided in late 2015, to carry out an un-commissioned piece of research to use as a case study for the online qualitative approach. The company chose the global transportation company phenomenon – UBER.
While they have since changed brand identity, this piece of research – carried out prior to the company’s rebrand – goes some way to validate retrospectively, that these innovative entrepreneurs managed to anticipate the needs of their customers.
The research uncovered some quite startling and revealing observations in the way that qualitative research aspires to deliver information as well as meaningful and actionable insights into what consumers truly think.
Much has been written and reported about UBER, however, not much has been visible from a consumer angle – some would argue that the technology and service just works.
As far as we know, there has been no online qualitative research conducted with UBER customers so this document is concerned solely with UBER consumers using the service in the Greater London area.