Analyzing the Review Text
Motivation
It is clear that satisfaction amongst Uber Drivers has been declining and is on a continuously declining trend. It is crucial that Uber reverses this trend and they can achieve this, starting with looking at what drivers are saying about their experiences. If Uber understands drivers' pleasure / pain points, it can use these insights to improve the satisfaction of their drivers. Overall, this will help them reduce costs associated with turnover and acquisition, as well as help drive a competitive advantage in the industry.
Methodology
The Uber drivers reviews were divided amongst both "positive review" and "negative reviews" by categorizing them based on the number of stars each one received. Positive reviews either had 4 or 5 stars, negative reviews had either 1 or 2 stars, and neutral (3 star) reviews were left out for the purpose of this analysis.
Once divided into these two groups, a logistic regression was run on each category to find the words most positively correlated with either highly positive or highly negative reviews. The insights from these logistic regressions are visualized using word clouds in which the size of the word corresponds to its significance in terms of being associated with positive or negative reviews. To complement this analysis, an LDA model was performed on each group to get a sense of the major aspects of the job that drivers enjoy and the most negative aspects that cause drivers to leave negative reviews.
Once divided into these two groups, a logistic regression was run on each category to find the words most positively correlated with either highly positive or highly negative reviews. The insights from these logistic regressions are visualized using word clouds in which the size of the word corresponds to its significance in terms of being associated with positive or negative reviews. To complement this analysis, an LDA model was performed on each group to get a sense of the major aspects of the job that drivers enjoy and the most negative aspects that cause drivers to leave negative reviews.
Positive Reviews Insights
Positive Categories Using LDA
Each graph represents an LDA topic and the 10 words associated with that topic. Although not every topic provides useful insight, there are surely useful insights to be gained.
Topic 1--The drivers enjoy being able to work whichever hours they want and for as long as they want, without adhering to a boss.
Topic 2--Uber is a great and easy way to make extra income.
Topic 4--Driving for Uber provides a lot of flexibility in terms of choosing your own hours.
Topic 7--Some Uber drivers think it is fun to meet new people.
Topic 9--Some Uber Drivers enjoy the ease of use of the app and the simplicity of "just" picking customers up.
Going Forward:
Uber can utilize these types of insights to reduce turnover and increase satisfaction among drivers. They could make more features to make things even more flexible, highlight the social aspect of the job, and improve the ease of use for drivers.
Topic 1--The drivers enjoy being able to work whichever hours they want and for as long as they want, without adhering to a boss.
Topic 2--Uber is a great and easy way to make extra income.
Topic 4--Driving for Uber provides a lot of flexibility in terms of choosing your own hours.
Topic 7--Some Uber drivers think it is fun to meet new people.
Topic 9--Some Uber Drivers enjoy the ease of use of the app and the simplicity of "just" picking customers up.
Going Forward:
Uber can utilize these types of insights to reduce turnover and increase satisfaction among drivers. They could make more features to make things even more flexible, highlight the social aspect of the job, and improve the ease of use for drivers.
Negative Reviews Insights
Negative Categories Using LDA
Each graph represents an LDA topic and the 10 words associated with that topic. Although not every topic provides useful insight, there are surely useful insights to be gained.
Topic 1--Many drivers don't like the extra costs associated with driving for Uber including gas, insurance, and wear & tear.
Topic 4--Many drivers feel as if they are making less than minimum wage.
Topic 7--There are clearly issues with the app and support for the Uber drivers.
Topic 9--Many drivers think that the rating system provides increased stress for them as riders often give bad reviews.
Going Forward:
Uber can utilize these types of insights to reduce turnover and increase satisfaction among drivers to ultimately increase customer satisfaction. Uber may want to change the rating system, perhaps incentivize drivers to stay longer by paying for some repairs or gas, and improve their service to drivers.
Topic 1--Many drivers don't like the extra costs associated with driving for Uber including gas, insurance, and wear & tear.
Topic 4--Many drivers feel as if they are making less than minimum wage.
Topic 7--There are clearly issues with the app and support for the Uber drivers.
Topic 9--Many drivers think that the rating system provides increased stress for them as riders often give bad reviews.
Going Forward:
Uber can utilize these types of insights to reduce turnover and increase satisfaction among drivers to ultimately increase customer satisfaction. Uber may want to change the rating system, perhaps incentivize drivers to stay longer by paying for some repairs or gas, and improve their service to drivers.