Synovate – LONDON BUS SERVICE CHANGES PUBLICITY 2004

Description

TRBI research for TfL examined how best to publicise London bus service changes, using six focus groups and four depth interviews representing regular and occasional users. Regulars rely on on-system information; occasionals check journey planner or call centre. Respondents distinguish ‘need to know’ (timetable/frequency changes, diversions, fare changes, accessibility) from ‘nice to know’ (new vehicles, aesthetics), and expect need-to-know information via on-system posters, press/local radio, journey planner and call centre. Leaflets, especially door-drops, play a limited role: target groups may value full printed timetables, but simplified two- or four-page leaflets risk confusing or alienating users. The six-page full timetable was generally preferred; a revised six-page format split opinions. Recommendations: reassess door-drop strategy, focus route communications on major structural changes, prioritise on-system posters, and ensure web and phone contact details are prominent; use ATL/outdoor/TV for broader, non-essential messages.