MBTA wanted to understand why people rode the transit system and who their customers are, including: rider profiles/ segmentation/ demographics/ behavior/frequency.
The objective was to collect data on: what is the most important usage driver by segment, including: service characteristics and external considerations such as environment, regional benefit, economic drivers, and livability.
Furthermore the study’s goal was to understand: What additional facets of public transportation are important to customers? Including but not limited to: security/cameras/lighting/cleanliness/safety.
Phase I: Focus Groups
SIS conducted focus groups to deliver insight into the commuters and non commuters (or infrequent commuters).
- N= 4 Focus Groups
- Recruit 10 with 8 to show
- Total Sample Size N= 32-40
- Length of Interview: 90 Minutes
Target Respondents: Commuters, Infrequent Commuters, Non-Commuters, mixed with disabilities and different ethnicities
Phase II: Face to Face Intercepts Survey
SIS took the learning from the qualitative research and developed a quantitative customer satisfaction survey instrument to administer to a larger population of commuters in the Boston metro and surrounding areas.
- Analytical Services
- Conjoint Analysis / Trade-off/Choice Modeling