Nexus

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Fares and ticketing strategy



We were commissioned by Nexus to conduct a combined qualitative and quantitative project to aid their Fares and Ticketing Strategy. Nexus required research that would examine what people in Tyne and Wear thought about the existing fares and tickets available for both buses and the metro and highlighting whether there were barriers to the use of public transport.

For the qualitative element, four incentivised focus groups were commissioned in key locations across the Tyne and Wear region with different groups of people; Newcastle commuters, Sunderland students and young people, Gateshead non-users of public transport and South Shields low income and unemployed.

For the quantitative element, 470 face-to-face street interviews were conducted in Newcastle, Gateshead, Sunderland, Tynemouth and South Shields using a ten-minute questionnaire. A broad cross section of both users and non-users were targeted including a proportion of under 18's, the unemployed, full and part-time commuters and visitors to the region.

In addition, we offered Nexus free video research. Vox Pops interviews were conducted in attractive seaside resort, Tynemouth, in order to target the tourist and visitor population to enable an understanding of the outsiders opinion on public transport in Tyne and Wear.

Analysis and reporting showed that there was a good understanding of most fares and ticketing although there was opportunity for further marketing for less commonly used tickets. Amongst non-users there were also misconceptions of the cost of using public transport. The findings of the research enabled Nexus to compose internal reports to help provide more attractive fares and ticketing; resulting in increased patronage and increased revenue.