National RTAP Marketing Workshop #5: Transit Market Research – Understanding Our Riders
This is the fifth of six virtual marketing workshops in 2022 geared to rural and tribal public transit providers.
In order to effectively plan, market and operate transit services, agencies need to understand who is riding, how and why they are using public transit, and how well it is meeting their needs. This session will discuss methods for collecting information about passengers, including both quantitative surveys and qualitative methods such as focus groups. It will cover questionnaire development, data collection, recruiting participants, and analyzing results.
The first hour will be a presentation by Selena Barlow of Transit Marketing LLC. During the final 30 minutes, those interested will participate in a discussion about the optional homework below. (This segment will not be recorded.)