Post by Aryan Chowdhari

We assumed sustainability would be the biggest reason Gen Z uses e-scooters in Dubai. 𝗪𝗲 𝘄𝗲𝗿𝗲 𝘄𝗿𝗼𝗻𝗴. After speaking to industry experts, analysing digital touchpoints, and collecting 100+ responses from Gen Z in Dubai, we discovered something unexpected: 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗺𝗮𝘆 𝘀𝘁𝗮𝗿𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀. 𝗖𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿. People choose micromobility because it saves time and fits seamlessly into daily life. That insight became the foundation of our industry project with Dott Mobility — “Strategic Marketing Solutions for Enhancing Micromobility Adoption in Dubai.” To answer this question, we: → Surveyed 100+ Gen Z respondents to understand mobility preferences and adoption barriers. → Conducted expert interviews with professionals from the mobility and logistics ecosystem, enriching our research with real-world insights and industry perspectives. → Audited Dott’s social media and website journey to identify gaps in awareness, engagement, and conversion. → Developed recommendations across digital marketing, micro-zone positioning, referral strategies, and commuter conversion. The project also challenged our assumptions in unexpected ways. Geopolitical tensions made data collection and stakeholder outreach far more demanding than anticipated. Around the same time, unforeseen circumstances meant our team members had to return to their home countries, turning an in-person project into a cross-time-zone collaboration overnight. We had to rethink how we communicated, coordinated, and kept the momentum going. In many ways, the journey mirrored our biggest finding: assumptions rarely survive real-world conditions. One insight stood out above everything else: 𝗗𝗼𝘁𝘁’𝘀 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝘄𝗮𝘀𝗻’𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝗶𝗻𝗴 𝘂𝘀𝗲𝗿𝘀 𝘄𝗵𝗼 𝗸𝗻𝗲𝘄 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱. 𝗜𝘁 𝘄𝗮𝘀 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗼 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗽𝗹𝗮𝗰𝗲. With a market-leading conversion rate among aware users, the opportunity wasn’t fixing the product—it was expanding awareness and making Dott impossible to miss. What started as a project on micromobility became a reminder that meaningful insights emerge when assumptions are challenged and teams stay adaptable. Grateful to our Corporate Mentor, Mr. Kalyan Chinta, for his steady guidance through uncertainty; to Dr. Umesh Kothari and Prof. Aleksandra for challenging our thinking; and to my teammates, Bhoomi Khandelwal and Dhriti Jain, for their collaboration and unwavering support throughout this journey. 𝗧𝗵𝗶𝘀 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗱 𝗺𝗲 𝘁𝗵𝗮𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝘀𝗻’𝘁 𝗯𝘂𝗶𝗹𝘁 𝗼𝗻 𝗮𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀; 𝗶𝘁’𝘀 𝗯𝘂𝗶𝗹𝘁 𝗼𝗻 𝗰𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆, 𝗲𝘃𝗶𝗱𝗲𝗻𝗰𝗲, 𝗮𝗻𝗱 𝘁𝗵𝗲 𝘄𝗶𝗹𝗹𝗶𝗻𝗴𝗻𝗲𝘀𝘀 𝘁𝗼 𝗮𝗱𝗮𝗽𝘁 𝘄𝗵𝗲𝗻 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝘁𝗲𝗹𝗹𝘀 𝗮 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘀𝘁𝗼𝗿𝘆. #MarketingStrategy #MarketResearch #DigitalMarketing #Micromobility #SPJain #Dubai