detour

Research at Detour

We’re exploring everyday commutes and how to make them more joyful, mindful, and connected to life’s purpose.

• Primary Research
  • Are people willing to take the long way home?
    • In our online surveys investigating the tendency for scenic detours;
      • We saw over 25k viewers and heard from 100’s of drivers in 24hrs on Reddit posts and Linkedin Polls.
      • Most commenters preferred scenic detours, were willing to spend more time, and additional money, instead of driving on the main thoroughfare.
      • They appreciated the pleasure of discovering the cultural gems hidden across other streets, and the conversion of mundane trips into memorable experiences.
    • Reddit Post 1
    • Reddit Post 2
    • Linkedin Survey
    • 33% of survey responders want early access to our product.
• Secondary Research
  • Global Traffic Scorecard
    • Shows:
      • Increasing traffic YoY
      • Economic Cost of Traffic: ~$1500 in time$ and fuel$ + 50 hrs
  • People Who Commute through Natural Environments Report Better Mental Health
  • World Economic Forum: People may find it worth their time to take the ‘scenic route’ home

Future research on:

• The psychology of detours
  • When are people willing to take the long way home
  • How much are people willing to pay to get out of traffic
• Another Map App
  • Are people willing to use another app
  • What would it take for people to replace their current map app
    • Get out of Traffic
      • How many uses will it take to stick
• Small Business
  • Are they getting traction on the big map apps
  • How many users might they need to see to start adding data
    • How many users would they need to see to pay for advertising
    • How much ROI would they need, to advertize (or spend time on addding data)
  • Which SMBs would directly see value from such a map
• Mood and movement
  • Unknown costs of sitting in traffic

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