Challenge

The South Yorkshire Mayoral Combined Authority (SYMCA) owns and operates the Supertram network, covering Sheffield and Rotherham, consisting of 51 stations across four colour-coded lines connecting with local and national bus and rail services.

To support its long term operational and financial goals, SYMCA commissioned Enventure Research to undertake research to gain insight into customer perspectives of fares and what would encourage greater tram use.

Approach

The research was delivered in two parts, comprising a quantitative survey of tram users and non-users and a series of focus groups to deliver additional insight.

A questionnaire was designed by SYMCA and Enventure Research and delivered face to face at various locations including tram stops, park and ride sites, on trams and in the city centre. The survey explored perceptions of fares, ticketing options, payment preferences and use of technology for payment and travel. A total of 812 interviews were completed with a mixture of tram users and non-users.

Focus group participants were recruited from respondents who had expressed an interest when completing the survey. Two focus groups were held with regular tram users, one with occasional tram users, and one focus group was mixed. Moderators followed a discussion guide specifically designed to explore survey findings in greater depth.