Nationwide and European Marketing Surveys – PASSENGER TRANSPORT MARKET RESEARCH STUDY FOR HERTFORDSHIRE COUNTY COUNCIL 1993

Description

Hertfordshire County Council’s Passenger Transport Unit commissioned comprehensive market research to assess service quality, information effectiveness and whether contracting affects perceived quality. Using four focus groups, qualitative telephone interviews and seven quantitative surveys (bus travellers n=490, elderly/disabled n=202, rail n=402, non‑users n=200, parents n=200, operators n=15, complainants n=100), the study found overall more positive than negative views but identified key weaknesses: cleanliness (stations, stops, vehicles), punctuality, reliability and limited space/storage. Many users are unaware of the PTU, Traveline and publicity material; Charter Mark recognition is low. Bus travel is mainly for shopping and work; few would pay more for improvements, though demand exists for greater frequency and later services. Elderly respondents avoid travel after 7pm largely for safety reasons. Non‑users cite cost and frequency as barriers; park‑and‑ride shows potential. Operators report market decline, congestion and underinvestment but value PTU relations. Recommendations include a joint PTU-operator task force to improve cleanliness, frequency, reliability and capacity, plus targeted publicity (events, displays, media, school outreach) and follow‑up evaluation.