South Africa’s minibus taxi industry moves around 15m commuters each day, representing an enormous opportunity for marketers – but few are taking advantage. This is because they lack a fundamental understanding of the taxi environment and its users. The most basic misconception is that everyone using a taxi is doing so because they have no alternative. Wrong. Often, the taxi commute is a choice based on a number of factors, from the accessibility of taxis compared to other modes of public transport, to simply disliking driving in traffic – or even, as in my case, because it provides a moment of escape. As a young strategist, the taxi is my insights hub and a place where I can catch a quick nap or try to squeeze in the last chapter of the book I’m currently reading.

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