Synovate – LONDON BUS SERVICE CHANGES PUBLICITY 2004

Description

This detailed 11-page Management Summary, authored by the professional market research firm TRBI (now part of Synovate), was published in late 2004/early 2005, following qualitative research conducted in September-October 2004. Presented in a formal, text-heavy format with corporate branding as its only imagery, the document offers highly credible insights. It systematically outlines findings from six group discussions and four in-depth interviews, critically assessing London Buses’ publicity strategies for service changes. The report’s significance lies in its evidence-based exploration of customer preferences, user profiles (‘Regular’ vs. ‘Occasional’), and the perceived utility of various communication channels, from traditional leaflets to emerging digital platforms. This makes it a trustworthy and valuable historical resource for understanding public transport communication challenges and market research methodologies from that era.