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Dana Stanley
Greenbook’s Chief Revenue Officer
Categories
Case Study in Transportation
Presented by SIS International Research
CHALLENGE
MBTA wanted to understand why people rode the transit system and who their customers are, including: rider profiles/ segmentation/ demographics/ behavior/frequency.
The objective was to collect data on: what is the most important usage driver by segment, including: service characteristics and external considerations such as environment, regional benefit, economic drivers, and livability.
Furthermore the study’s goal was to understand: What additional facets of public transportation are important to customers? Including but not limited to: security/cameras/lighting/cleanliness/safety.
SOLUTION
Phase I: Focus Groups
SIS conducted focus groups to deliver insight into the commuters and non commuters (or infrequent commuters).
Qualitative
- N= 4 Focus Groups
- Recruit 10 with 8 to show
- Total Sample Size N= 32-40
- Length of Interview: 90 Minutes
Target Respondents: Commuters, Infrequent Commuters, Non-Commuters, mixed with disabilities and different ethnicities
Opened Discussion
Phase II: Face to Face Intercepts Survey
RESULT
SIS took the learning from the qualitative research and developed a quantitative customer satisfaction survey instrument to administer to a larger population of commuters in the Boston metro and surrounding areas.
ABOUT THIS CASE STUDY
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