According to the National Household Travel Survey in 2013, 69% of people in South Africa use taxis to get to work, with the majority of this statistic residing in Gauteng (source).
With taxi commuters making up the bulk of the South African work and consumer force, it seems only logical to initiate research and get insights into this captive audience.
However, until now, there has been little to no viable means to tap into this market and uncover their opinions on brands, products, advertising and marketing.
For this reason, Interact RDT has developed Taxi Insights, the first-to-market research solution that truly caters to businesses operating in South Africa.
Head Researcher at Interact RDT, Pieter van der Merwe, added that, "This method is a definite opportunity for companies operating in South Africa to uncover key strategic insights into a previously difficult to reach audience that is relevant to their market and their brand, at a fraction of the cost of more traditional methodologies."
To start, we have established two research routes in and around Johannesburg and one in Cape Town. The routes were selected specifically for their popularity and for the timelines required to conduct the surveys.
The process is simple. We place our qualified field agents in taxis to ride along for the entirety of the route, for a day. During this time, people boarding the taxi at each stop are asked to complete a quick survey and they are incentivised for their participation - making it worth their time and effort.
Because of the professional capturing process that our field agents use, as well as concise survey design, we are able to capture the responses of commuters, even if they are only travelling on the taxi for a short distance.
The added benefit is that, as mentioned earlier, the audience is captive and therefore able to focus and give their responses in more detail. We are able to offer survey packages ranging anywhere from 100 to 1000 responses.
The methodology definitely has the potential the improve the research arsenal of any organisation currently operating in the South African market, and it has been designed to allow for flexibility in terms of the number of responses and the design of the questions themselves.
So contact us at to enquire about a Taxi Insights package most tailored to your research needs.
Interact is a Level 2 BEE brand experience and research consultancy. We use innovative technology and propriety methodologies to provide comprehensive insight into the consumer's mindset and how they engage with brands.
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