This initiative aims to reshape the ride-hailing industry’s approach to driver selection and training by incorporating psychological and behavioral insights into existing processes, Grab Philippines said in a statement.
![[L-R] MOVE IT GM Wayne Jacinto, Grab Philippines director for mobility EJ Dela Vega, Ateneo Finance vice president Eloisa D. Balmoris, Ateneo Bulatao Center for Psychological Services director for research Maria Lourdes Mesa, and head research proponent Dr. Maria Isabel E. Melgar./ Contributed photo](https://insiderph.com/uploads/articles/revolutionizing-road-safety-grab-move-it-pioneer-behavioral-approach-to-driver-onboarding-1-1200x800.webp)
The partnership signifies a move away from traditional evaluation metrics such as driving skills tests and background checks, shifting towards a more holistic and data-driven model.
By integrating behavioral and cognitive assessments, the initiative seeks to better understand driver performance and improve road safety standards.
Data-driven approach to driver training
The pilot phase of this initiative is scheduled for the second quarter of 2025. The program will involve extensive research using both qualitative and quantitative methods, including interviews, focus groups, and data analysis.
These efforts aim to uncover patterns in driver behavior, socio-demographic backgrounds, and passenger perceptions—ultimately leading to improved safety measures and enhanced passenger experiences.
In the same statement, Grab Philippines director for mobility EJ Dela Vega emphasized the company's commitment to continuous improvement.
“At Grab, we are guided by the principle of ‘Kaizen,’ which emphasizes continuous innovation. Safety and security remain our top priorities, and this collaboration with the Ateneo Bulatao Center allows us to further elevate driver assessment standards. Through behavior-focused training, we can reinforce positive driving habits and mindsets that align with Grab’s core values,” said Dela Vega.
MOVE IT general manager Wayne Jacinto echoed this sentiment, stressing the importance of maintaining high safety standards, particularly as the Philippines nears the passage of a motorcycle taxi law.
“As the number of two-wheel drivers on the road increases, ensuring responsible riding and respect for all motorists is essential. This initiative is a testament to our commitment to safety, in collaboration with Grab,” Jacinto said.
Advancing road safety with psychological insights
Maria Lourdes Mesa, director for research at the Ateneo Bulatao Center for Psychological Services, highlighted the importance of integrating psychological assessments into driver evaluation.
“By proactively addressing behavioral tendencies, we can ensure that ride-hailing drivers meet the highest safety standards. This partnership with Grab and MOVE IT is a milestone for the industry,” she explained.
The research phase is already underway in key cities such as Metro Manila, Cebu, and Davao, engaging a diverse pool of Grab and MOVE IT driver-partners.
Once implemented, this program is expected to set a new benchmark for safety and service excellence in the ride-hailing sector. — Ed: Corrie S. Narisma
