Transport and Travel Research Ltd – PASSENGER INFORMATION – SEGMENTING THE MARKET 1992

Description

This report, commissioned by SYPTE, uses secondary analysis of six Doncaster group discussions to inform passenger transport information strategies. It reviews functions of information (journey details, travel options, reassurance, promotion and teaching) and finds current provision—largely timetables—is inadequate due to poor distribution, comprehension problems and post‑1986 service instability. Deregulation has reduced operator-provided information, creating a market failure. Analysis identifies that information needs depend on users’ familiarity with services and trip frequency, proposing six market segments (e.g. Reg‑Reg, Reg‑New, Infreq‑New, New‑New) and echoing SYPTE’s three situational groups (browsers, pre‑trip planners, in‑trip users). Group participants favored town‑centre information points, bus‑stop displays, on‑vehicle route maps and in‑home or hotline access to real‑time data; real‑time information was seen as highly valuable. The report recommends further research to quantify the “information advantage,” comparative evaluation of media and cost–benefit appraisal of new technologies to develop targeted, cost‑effective information products and a phased information strategy.