Accent Marketing & Research – BUS STATION INFORMATION 1998

Description

London Transport Buses commissioned qualitative research (20 accompanied depth interviews at Hammersmith, West Croydon, Liverpool Street and Chingford) to understand passengers’ information needs at bus stations. Hammersmith’s provision was rated best but still needed improvements. Familiar users understood station information more easily; unfamiliar users found it too detailed too fast and wanted a simple central starting point and clearer directional signage. Route maps divided opinion, timetables were mistrusted, announcements were often inaudible, and station staff were frequently seen as unhelpful or hard to identify. Passengers wanted additional information on fares, wider London bus services, delays, disruptions, redirections and clearer notices of service changes. Real-time Countdown displays were preferred to static electronic boards and handheld queries because movement implied accuracy, though some doubted reliability and some users did not need minute-by-minute counts. Electronic boards were acceptable for disruption notices but seen as inferior to Countdown. Handheld staff devices were unpopular. Recommendations included wider Countdown/electronic displays (both central and at stops), clearer signage, better initial/simple information, staff identification and more delay/cancellation info.