Business Issues & Project Objectives
Our client, a prominent on-demand services platform in Indonesia, seeks to better understand younger audiences, particularly students, to address their evolving needs and preferences. By exploring their aspirations, challenges, and digital behaviours, they aim to identify opportunities for deeper engagement, build long-term loyalty, and create strategies and campaigns that effectively resonate, ensuring sustained growth and relevance.
Our Approach
Covering 6 cities to capture regional nuances, we did one week of online diary to gather insights into students’ daily lives. We followed up with Jobs to Be Done in-depth interviews to explore on-demand services’ role and app adoption in their lives.
Outcome and Project Impact
- Detailed profiles of the younger consumer segment, including their aspirations and daily behaviours.
- In-depth understanding of their perceptions of the platform and competitors, informing targeted engagement, communication, and retention strategies.
- Identified market opportunities to enhance the platform's appeal and relevance for this demographic.
