We were asked by Go South Coast (part of the Go Ahead Group, Britain’s largest public transport company) to review attitudes to bus service provision amongst customers and prospective customers. The company operates various brands (More Bus, Wilts and Dorset, BlueStar and Salisbury Reds) across Hampshire, Dorset, Wiltshire and the Isle of Wight and sought to properly understand attitudes to these brands and how service provision could be improved. In addition, the client wanted to understand the barriers to purchase for non-users.
We undertook a series of consumer focus groups, segmented by customer type, and probed the critical issues. Results were summarised and presented on a comprehensive debrief document which contained a host of actionable insights and practical suggestions.