Research: Increasing bus patronage through an audience strategy

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Department For Transport

June 7

09:00 2023

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Increasing bus patronage through an audience strategy

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The Department for Transport (DfT) commissioned Yonder Consulting Ltd to undertake an audience segmentation of England in relation to what would encourage greater usage of the bus.

The overall objective of the research was to increase bus usage by being able to develop strategies and policies that would drive behaviour change. The research objectives were:

segment current and potential bus users based on attitudes and behaviours relating to bus travel
understand segments propensity to use the bus
bring segments to life via personas illustrating their differing attitudes towards the bus
allow the DfT and stakeholders to understand what drives behaviour by segment to develop policy to influence behaviour

This report is a summary of the findings from this research. It aims to provide an overview of the areas that drive bus patronage for each segment for relevant stakeholders such as policy makers and bus operators, as well as for members of the interested public.

Published 7 June 2023

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