Brand tracking for an eBike hire scheme

The Insight Challenge

Forest - London's eBike hire scheme - needed to understand how its brand was performing against competitors and what was driving customer choice, loyalty and advocacy in an increasingly crowded urban mobility market. The insight needed to be actionable enough to inform both brand positioning and CX improvements, tracked consistently over time as the scheme expanded.

The project we crafted

A biannual brand and customer experience tracking programme - combining brand funnel metrics with CSAT and JTBD-led experience tracking to give Forest a continuous, competitive view of how its brand and rider experience were evolving across London.

  • Biannual online surveys of 750 London bike hire users each spring and autumn - benchmarking Forest against key competitors including Santander Cycles, Lime, Tier and Dott across brand experience.

  • Brand perception and diagnostic tracking - measuring relative strengths and weaknesses on key attributes such as value for money, ease of use, environmental credentials and overall rider experience

  • CSAT and CX performance tracking alongside brand metrics - surfacing the rider experience gaps and satisfaction drivers most likely to influence loyalty and advocacy

Outcomes

Our research directly drove the decision to rebrand from Human Forest to Forest, which in turn helped raise brand familiarity, recognition and usage.

Our outputs included wave-on-wave insight reports and KPI dashboards - with tech-enhanced verbatim diagnostics that provided rich qualitative context behind the scores, directly informing brand and marketing strategy.

“This piece of research unlocked valuable new insights to help us move listeners from AM / DAB to online listening. In turn this insight has helped us prioritise new marketing, product and data initiatives in ways that will benefit our users and drive topline growth.”

Direct of Strategy & Operations, News Broadcasting