John Briggs Consultants – RESULTS OF QUALITATIVE RESEARCH INTO USAGE OF LOCAL BUS MAPS 1983

Description

This 1983 qualitative study of Ealing bus users compared traditional route maps with a new circle-style map via four group discussions. Findings show local buses are vital for regular and occasional trips, yet many routes remain little known; a clear, large-scale local map could increase usage and travel opportunities. Awareness of maps is high but usage is infrequent; clarity (print, route numbers, landmarks and readable scale) is more important than broad coverage. The old-style route map is marginally preferred for overall clarity, but the circle map gained acceptance when presented at a larger scale and with improved design; colour coding proved confusing. Users prefer journeys under an hour and dislike bus changes, poor road conditions and inadequate facilities for shopping/children. The report recommends producing large, clearly labelled local maps with effective distribution targeted at mothers, teenagers, seniors, new residents and carless people, plus linking maps to local promotions to encourage exploration and off-peak travel.