Market Research · E-scooter rental · Milan
A consumer survey that killed a wrong product idea.
Client
Verde Mobility
Sector
E-scooter rental · Milan
Service
Market Research
An e-scooter rental operator avoided a six-figure mistake by surveying 200 potential users before launching a new subscription tier.
The problem
Verde's CEO was convinced a "commuter monthly subscription" would unlock significant LTV. The team was skeptical. Internal debate was burning weeks.
Our approach
Consumer Survey (200 responses): 15 questions on usage patterns, price sensitivity, subscription vs pay-per-use preference, willingness-to-pay across price points.
The result
The survey showed 74% of target users preferred pay-per-use at current pricing and only 9% would convert to monthly subscription at any tested price. The product idea was shelved; the team redirected effort to a higher-LTV referral mechanic.
Metrics
Responses
Decision
Cost avoided
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