Backstory: Living in a major US city, Baltimore, I've seen the rise of ride sharing since it first came out. I know part was due to claiming market share but sometimes it's rather pricey to travel a few miles.
The Idea: Ride share riders take a survey during their ride for a reduced fare.
Deep Dive: You could build an app and entice ride share drivers to display it in their vehicles while driving. The app would have different surveys the riders can choose from to get a money back during their ride. You could offer the drivers a cut as well. You would also build a marketplace for survey advertisers to place bids on devices in given cities and neighborhoods.
Validation: Similar to most freemium models, people are willing to watch ads in exchange for a cheaper experience.
Monetization: You would take a cut from survey advertisers before giving the riders a cut.