Public Transport Strategy
A SYSTEMS APPROACH TO CHANGE
Looking at the issue from a strategic behaviour change perspective, we had to unpack the causes behind declining bus usage.
We did a desk review which looked at successful transport behaviour change projects around the world, talked directly to those involved to identify key success factors.
Initial qualitative research gave us insight into how people felt about the bus service, why they didn’t use it and how bus transport was viewed. This was complimented with quantitative research which gave a clear picture of the current market, the potential market for change, the barriers and challenges to changes and the most-effective incentives and rewards
Taking a whole of system approach we ran insight workshops with local government, stakeholders, businesses, commercial partners, bus drivers and regional council staff to build a clear picture of the public transport eco-system.
From the draft behaviour strategy a series of protoype sessions refined the incentives and rewards – the ‘offering’ that was needed to get people to think about and more importantly, use the bus for some journeys.