Taxi eXploring: Swapping Rides for Conversations

May 23, 2017


At Y&R, our strategists get out from behind their desks and immerse themselves in different cultures to draw real, local insights. Y&R's proprietary approach to insights, eXploring, takes research from behind the focus group mirror and out into the world to find the simple human truths that connect brands and people.

To get to know their local market, Y&R Rivas capitalized on the tendency for passengers to chat with their cab drivers. In a project called “Taxi eXploring: swapping rides for conversations,” their teams spent a day giving free cab rides to locals in exchange for conversation and unique insights that could eventually be used across a wide variety of client initiatives.