Case study · Transport and travel
Passenger insight to inform South Yorkshire’s tram fare strategy
A mixed-method study combined more than 800 face-to-face interviews with focus groups to support the development of South Yorkshire’s tram fare strategy.
AudienceTram users and non-users across South Yorkshire
Approach812 interviews plus four focus groups
Value to South Yorkshire Mayoral Combined AuthorityCustomer evidence to support development of the tram fare strategy
The brief
- SYMCA wanted to understand customer perspectives on fares, ticketing options, payment preferences, and the use of technology for payment and travel
- Enventure Research was commissioned to provide the evidence needed to support its tram fare strategy
The approach
- A mixed-method approach combined a quantitative face-to-face survey with qualitative focus groups
- 812 interviews were completed with tram users and non-users at tram stops, park and ride sites, on trams and in the city centre
- Four focus groups were then held with regular, occasional, and mixed tram users recruited through the survey
The outcome
- Enventure Research analysed the quantitative and qualitative evidence together and produced a combined report
- The research provided detailed customer insight on fares, ticketing, payment, and technology
- The findings are being used by SYMCA to support development of its tram fare strategy