The Shires – MARKETING REPORT – TIMETABLE COMPREHENSION 1996

Description

The Shires’ January 1996 survey assessed passenger comprehension of three different bus timetables (Kentish, Thames Transit, Western National). Overall understanding was very poor (mean score 0.86/6). Only 13% answered the Kentish question correctly, 3% for Thames Transit, and 9% for the Western National question (a further 45% would have been correct if codes were absent). Common problems included ignoring or missing codes, misreading rows/columns, confusing outbound/return sections, overlooking journey times and frequency notes, using estimation, and occasional 24‑hour clock confusion. Many passengers own timetables but seldom consult them—especially on frequent routes—and those over 55 showed the lowest comprehension. Study limitations include small sample size, respondent pressure during interviews, and route selection bias toward frequent services. Recommended improvements: provide simplified departure lists alongside full timetables, reduce or separate codes with clear indicators, use larger print, clearly label weekdays/Saturday/Sunday, show travel direction, and minimize required calculations. Shading coded information produced a modest comprehension increase.