1. Summing up

We hope you've found this TIDE course on marketing research in public transport useful and that we have provided you with some interesting ideas and examples, as well as the opportunity to learn from and with your colleagues across Europe.

Just to sum up, some of the key points we hope you'll take away:

  1. Marketing research is an effective way to recognise current and future market needs.
  2. It's a means to evaluate and improve services and to predict changes in transport behaviour.
  3. It can improve the effectiveness of public spending through better evaluation and monitoring.
  4. Marketing research can play different roles depending on what you need to do. It can, for example, play:
      • a descriptive role: to find certain facts
        • e.g. What is the image of our company among its customers?
      • a diagnostic role: to explain certain phenomena
        • e.g. What was the influence of the last advertising campaign on sales of season tickets?
      • a prognosticating role: to help you anticipate changes or tendencies
        • e.g. Are we able to maintain market share if the individual motorisation index  goes up by 25% in the next 5 years?
  5. Market research carried out over time allows you to observe trends and changes in customer needs and exectations.
  6. A wide range of secondary data sources are available to you, both from internal and external sources. Where these aren’t enough, you will need to collect your own primary data.
  7. You may not have the required resources internally to carry out the necessary statistical analysis of the data. In that case, it makes sense to contract an expert in statistical analysis.
  8. Market research is intended to support decision makers in making informed decisions. Whoever analyses the data for you, your market research report should be written by a transport expert who understands the needs and decision-making capability of the report’s audience.