01
Client context
Driver churn and multi-homing were affecting availability during peak hours.
02
Business challenge
Incentive spend was rising without a clear understanding of what drivers valued.
03
Research objective & questions
Identify the drivers of driver acquisition, engagement and churn, and prioritise retention levers.
- Why do drivers join and leave the platform?
- How do drivers compare platforms?
- Which incentives and benefits matter most?
- How do needs differ for full-time and part-time drivers?
04
Methodology & approach
- Driver IDIs
- Active, lapsed and multi-homing drivers.
- Driver hub ethnography
- Observation at driver gathering points.
- Driver survey
- Satisfaction and switching drivers.
- Incentive analysis
- Comparison of incentive structures.
05
Sample & geography
- ~35 driver IDIs
- ~1,000 driver survey responses
- Geography — India (metro cities)
06
Key findings
- Predictable earnings mattered more than peak-time incentives.
- Drivers valued fast and transparent payouts.
- Insurance and vehicle financing support improved loyalty.
- Rider behaviour and safety concerns affected night-time supply.
07
Business implications
- Introduce earnings guarantees for committed drivers.
- Speed up and simplify payouts.
- Expand insurance and financing benefits.
08
Outcome
The platform received a driver journey map, churn drivers and a prioritised retention programme.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.