Business & Market Research Ltd – TUBE GUIDE RESEARCH 1997

Description

This 39-page PDF presents a detailed market research report titled “Tube Guide Research,” commissioned by London Transport and conducted by Business & Market Research Ltd in August 1997. It meticulously evaluates a new Underground leaflet designed to replace the existing Journey Planner and Tube Guide. The study employed robust mixed methods, including qualitative mini-groups and depth interviews, followed by quantitative hall tests with 236 respondents, adhering to IQCS standards for reliability. The document is rich with data, featuring numerous tables, insightful bar charts, and scans of the actual leaflets tested. It provides crucial insights into user attitudes towards information usefulness, ease of understanding, and preferences for elements like map design, train frequency, and folding mechanisms. This report is a valuable historical artifact, showcasing customer-centric design validation for London Underground’s passenger information and offering strong evidence for strategic service development in the late 1990s.