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Transport Case Study - Passenger Focus
Passenger Focus are the watchdog who aim to ensure that passengers get a good deal from rail travel. They wanted a detailed understanding of passenger satisfaction with and requirements of rail fares.
They needed to know:
- how decision making and ticket purchasing journeys vary by occasion and journey type
- consumer awareness and understanding of the ticket types available
- attitudes to price and value for money
Outlook conducted a comprehensive market study to represent the views of the various rail passenger user groups. We adopted an integrated approach involving substantial stages of qualitative and quantitative research.
Yield
The research identified that the perceived complexity of fare structures currently prevents many consumers from being able to obtain best value for many journeys made. This was a high profile project that received extensive national media coverage.
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