inDrive

About the Client

inDrive is a global mobility and urban services platform that emphasizes fairness, transparency, and community empowerment. Unlike traditional platforms, it allows people to negotiate pricing directly, ensuring inclusivity and equity for both drivers and riders.

Industry: Mobility and urban services platform. Operating in 40+ countries worldwide, with a strong presence across Latin America, Africa, Asia, and the Middle East.

Goal and Objectives

The agency was tasked with conducting qualitative research among impact-focused influencers.

Solution: Approach

Our role was to identify, recruit, and interview the right participants across all target markets. Based on the research framework and questionnaire provided by inDrive, we ensured diversity of voices, cultural relevance, and high-quality execution at every stage.

Channels

The research was conducted through in-depth interviews (IDIs) with influencers across Instagram, YouTube, TikTok, and locally relevant platforms.

Content Focus

We targeted influencers who consistently create content related to social and environmental impact — including sustainability, human rights, community empowerment, equality, mental well-being, and inclusive development.

Segmentation

• Micro-influencers: 10–50K followers
• Mid-tier influencers: 50–200K followers
• Macro-influencers: 200K+ followers (one per country)

Research Framework

The interviews explored:

• Motivations and drivers
• Barriers and challenges
• Audience insights
• Available resources and skill gaps
• Funding needs
• Perceptions of authentic partnerships

Special attention was paid to non-impact influencers to understand entry barriers and identify opportunities to engage new voices.

How It Was Executed

Initially analyzed a pool of 1,600 influencers from inDrive’s database.

Additionally sourced and shortlisted 250+ candidates, manually identified outside the database.

Presented and aligned the shortlist with the client to finalize the most relevant profiles.

Engaged local interviewers in each market to ensure cultural sensitivity and authentic dialogue.

Conducted 18 in-depth interviews, of which 15 candidates were validated by the client as final participants.

The full process — from database analysis to delivery of insights — took 3 months.

Results

Rigorous, culturally-sensitive recruitment delivered a validated sample and a clear map of how inDrive can support impact creators.

Motivations

Creators are driven by personal values, lived experiences, and the desire to bring visibility to underrepresented issues.

Barriers

Monetization challenges, fear of backlash, and algorithmic invisibility were common concerns.

Audience Insights

Followers value authenticity, educational content, and stories tied to local realities. Short-form videos and Instagram carousels were the most effective formats.

Resources & Needs

Influencers expressed strong interest in training (storytelling, data literacy, community engagement) and funding opportunities to sustain content creation. They also emphasized the importance of brand partnerships that are transparent, values-aligned, and not extractive.

KPIs Achieved

• Successfully engaged influencers across all target countries.
• Delivered a validated sample of 15 impact-focused influencers for further community-building initiatives.
• Identified clear gaps where inDrive can offer meaningful support (training, visibility, funding).

Conclusions and Insights

Rigorous selection (database + manual sourcing) combined with cultural sensitivity (local interviewers) ensured high-quality insights and relevance.

• Allocate more time for the initial stage of database analysis and candidate screening, as it required more effort than expected.
• Set client expectations early about frequent interview rescheduling — many participants were not classic influencers but activists with primary jobs and responsibilities, which made coordination more complex.