Correcting Data Assumptions for a Ride-Hailing Company

Overview

Examined marketing spend gaps in under-served suburban and rural areas in Malaysia, correcting key assumptions that were based on online-only data.

The Challenge

The ride-hailing company marketing strategy was built on online data that painted an incomplete picture of consumer behaviour in suburban and rural Malaysia, leading to misallocated spend and missed opportunities.

Our Approach

We deployed on-the-ground research across suburban and rural areas to capture realities that online data missed. By comparing digital assumptions against actual fieldwork findings, we identified significant gaps in the company understanding of these under-served markets.

Key Results

• Examined marketing spend gaps in under-served suburban and rural areas
• Corrected key assumptions based on online-only data
• Revealed very different realities on the ground versus digital assumptions
• Enabled more effective marketing spend allocation