Consumer Research & Strategy for Veo
Focus:
Consumer Research, Behavioral Segmentation, Product Thinking
Role:
Research & Strategy Lead (Group Project)
Timeline:
Fall 2025
Context
Veo is an app-based micromobility company operating on college campuses and in urban environments across the United States. While Veo provides a convenient alternative to walking or driving, our project explored a deeper question: how riders perceive Veo when they choose to use it and what prevents long-term loyalty.
​
This Consumer Profile & Brand Analysis was completed as a semester-long project for a Consumer Behavior & Marketing Strategy course. The goal was to move beyond assumptions and use behavioral insight to inform strategic recommendations around brand positioning, product features, and user experience.
My Role
Within our team of four, I led the research design and strategic framing of the project. ​
​
My contributions focused on:
​
-
Designing and writing the primary consumer survey
-
Analyzing behavioral patterns and decision drivers
-
Developing two of our three consumer segments
-
Creating the Mobility Perception Map to visualize tradeoffs between speed and cost
-
Translating research insights into strategic recommendations
Research Approach
Our research combined quantitative and qualitative methods to understand how Veo fits into everyday transportation decisions. ​
​
Methods included:
-
Primary research survey with 52 Veo users
-
Behavioral and perception-based interviews
-
Analysis of usage timing, motivation, and brand associations
-
Competitive context review ​
​
Together, research emphasized when, why, and under what conditions riders do or do not choose Veo over alternatives.
Key Insights & Perceptions
Several patterns emerged across responses, revealing a gap between Veo's functional value and its perceived role in students' lives.
​
-
Speed and convenience are the primary usage drivers
-
Veo is widely seen as practical but loyalty is still low - most riders use Veo situationally instead of habitually
-
Safety is important to riders (especially at night), but safety is not strongly associated with the brand
Mapping transportation options revealed Veo's position as faster than walking and biking, cheaper than driving, and primarily valued for convenience.
While convenience is strongly associated with Veo, safety (despite being important to riders) is not a defining brand attribute.
Behavioral Segmentation
We then developed research-based consumer profiles centered around motivation and mindset instead of rider frequency.
Situational Speed Seeker (developed by me)
-
Uses Veo only when necessary
-
Motivated by speed and urgency
-
Views Veo as a faster alternative to walking
-
Low brand loyalty
Night-Safety Rider
(developed by me)
-
Rides primarily between 6pm and 6am
-
Motivated by safety and accessibility
-
Uses Veo to avoid long walks at night
Everyday User
-
Uses Veo as primary transportation
-
Most profitable but smallest segment
-
Price-sensitive
These segments clarified Veo serves multiple use cases, each with distinct needs and opportunities.
Key Problems Identified
Research revealed three core challenges limiting long-term engagement:
​
-
Low loyalty: most riders use Veo infrequently and without attachment
-
Safety perception gap: safety matters to users but is weakly associated with the brand
-
Vehicle reliability concerns: inconsistent experiences negatively impact trust and repeat use
Strategic Recommendations
Our recommendations focused on strengthening Veo's relationship with existing users while addressing real behavioral barriers.
​
BetterRide Loyalty Program
An interactive, point-based loyalty program designed to increase engagement and repeat use.
-
Rewards frequent riders with incentives
-
Uses geo-fenced push notifications to prompt timely usage
-
Reinforces Veo as an "in-the-moment" alternative to walking or transit
​
Geo-fenced mockups of push notifications to the right.
Slow Zone Expansion
An expansion of speed-limited zones during risky locations and times.
-
Targets high traffic and impaired riding windows
-
Reinforces safety without restricting everyday use
-
Aligns system design with night rider behavior patterns
​
Slow Speed Zone mockup to the left.
​​Veo Trike Implementation
A three-wheeled vehicle concept designed to expand accessibility and reduce rider risk.
-
Increases stability and safety
-
Supports riders new to micromobility
-
Expands Veo into new demographic segments (youth and older adults)
​
Veo Trike mockup shown to the right.
Reflection
This project reinforced how effective brand strategy begins with deep research to understand the audience. From developing consumer segments to mapping perceptions and analyzing how consumers make decisions, I learned to translate qualitative and quantitative data into insights that inform strategic decisions like new product offerings or promotional techniques.