ADVERTISING EFFECTIVENESS RESEARCH PROPOSAL Prepared by Hall and Partners for Lyft 7/1/14
What We Know Today Preliminary Research Findings- Opportunity to clarify Lyft is a safe travel option
Rideshare Awareness
26% Lyft
50%
Uber
Sidecar
37% 3%
Other None
21%
Lyft
Uber
Taxi Service
39
59
516
Trust that I’m getting a good price
92
97
44
Trust that I'll get to my destination safely
85
98
75
Trust that my ride will show up
87
95
72
% agree Base: Current users
Source: Hall and Partners YourWord Panel; Total n=518 Note: Green values indicate significantly higher than Taxi Service at a 95% confidence level. Q1. Which of the following rideshare services have you heard of? Q2. Do you currently use any of these services? Q3. For each of the following words or phrases, please indicate whether you agree or disagree that each statement applies giving your answer as quickly as possible.
What We Want to Learn Primary Research Objectives- Opportunity to break through the clutter and focus
Specific business goals to track and measure: • Brand- Short Term • Increase Aided and Unaided Brand Awareness • Establish Trust in the Lyft brand as a safe, reliable, legitimate
transportation option
• Direct Response- Long term • Increase month-over-month installation & activation over the 12 months
following the campaign
Key research goals to help optimize Lyft: • Diagnose how to build and grow consumer Trust • Maintain healthy growth of brand awareness
Source: Sysomos Social Listening during1/1/14 – 6/30/14; Search term is “lyft”
Recommended Approach Sample Specifications and Questionnaire Flow Age: 18-54 Gender: 50% Male/50% Female Location: Denver and San Diego Total n=600 for Benchmark n=300 in San Diego n=300 in Denver Total n=600 for Post Wave n=300 in San Diego n=300 in Denver
Screener/ Demographics
Brand
Advertising
Custom module
• Age • Gender • Location • Sensitive industry (Market Research/Transportation) • Category Behavior and other profiling demographics
• Awareness (unaided and aided) • Familiarity and Usage • Preference and Consideration • H&P Engager Questions- see appendix • Imagery and Personality
• Recognition and Brand Linkage • Main message/ Net impression • Ad Diagnostics •Persuasion, Salience, Tone, Call to action • Campaign cohesion
• Allows flexibility of hot topics or key areas of interest in the survey • Can be turned on and off at particular times • Option to create unique questions or add in topics that only certain respondents will be asked
Investment Options for measurement and reporting
Details Option 1: Pre/Post Ad Hoc Advertising Effectiveness Study Benchmark n=600; Post wave n=600 Includes a full report after Benchmark and Post Wave Option 2: Six Months Tracking Advertising Effectiveness Tracking: 6 months Benchmark n= 600, n=300 per month Option to collect 6 months continuous OR Every other month for 12 months Includes topline report before campaign and after campaign, with 4 additional Excel KPI reports
Optional Add On: Event-Specific Research Direct Response “Stunt� Measurement Sample size estimated at n=100 per event Completed in-person at 2 events Via mobile device or tablet Includes a full report after both events OR two topline reports
Cost
$57,500
$105,000
Cost
$26,500
*Sample collected via online survey, costs are estimated based on assumptions included within this proposal. Should aspects of the recruit, sample size, etc. change, costs may be impacted.
Timing Ad Hoc Advertising Effectiveness Study Tentative Timeline
• To ensure fieldwork completion before the mid-August
campaign launch and proper capture of the campaign impact, we recommend the following timings: Draft Benchmark Timeline
Date
Study approval
7/14
Questionnaire design Questionnaire finalized
7/10-7/16 7/17
Programming
7/18-7/23
Fieldwork
7/24-8/15
Data Processing & Analysis
8/18-9/3
First Draft of Full Report Available
Draft Post-Wave Timeline Questionnaire finalized
9/4
Date 8/8
Programming
8/11-8/15
Fieldwork
8/18-9/8
Data Processing & Analysis
9/9-9/29
First Draft of Full Report Available
9/30
Team Your Dedicated Hall and Partners Resources
Dale Wilson Partner
Beth Walls Research Director
Kimberly Lenahan Account Manager
Victoria Soto Senior Account Executive
Appendix
Hall and Partners Engager The framework for how we think about and measure brands is holistic
Social influence and the behaviour of others closest to you primarily drives future behavior The most powerful influence on behavior is unconscious, social and emotional Engaging brand relationships are more important than engaging communications Different conversations, engage in different ways