the Scoot-Away

The role of Scoot in Consumer's life

 

The Scoot branding team conducted an exploratory anthropological study by observing 6 Scoots’ consumers from different backgrounds and consumption behaviours. Our main objective is to gain insights into the role Scoots plays in their lives and their perception of Scoots’ brand image.

 

The study was done in 2 parts:

 

1. One-day observation exercise where we observed the lifestyle and purchasing behaviours of the consumers.

 

1. A 7-day diary kept by our participants, to describe their daily activities, particularly their travel habits, their thoughts on wanting to travel, and their desire for travel and Scoot on a scale of 1 – 10.

 

Thereafter, we make sense of our observations and formulated our insights.