Case study · Transport and travel
Understanding travel behaviour and perceptions of Metro and CityConnect
A representative telephone survey explored travel choices, barriers, and perceptions of West Yorkshire’s Metro and CityConnect brands to support future communications and brand development.
Audience750 West Yorkshire residents
ApproachRepresentative telephone survey with demographic and geographic quotas
Value to West Yorkshire Combined AuthorityEvidence to inform future travel campaigns and brand development
The brief
- WYCA wanted to understand how the Metro and CityConnect travel brands were perceived, alongside wider travel behaviours and choices.
- The research was intended to ensure the brands remained fit for purpose as the region moved towards becoming a Mayoral Combined Authority.
The approach
- The questionnaire was co-designed by WYCA and Enventure Research and administered by telephone.
- 750 West Yorkshire residents took part, with quotas based on population data for age, gender, ethnicity, and local authority district.
- Topics included travel habits, information sources, barriers to alternative modes, perceptions of Metro and CityConnect, and attitudes towards rebranding.
The outcome
- Enventure Research provided detailed analysis and reporting, including relevant subgroup analysis.
- The findings were combined with existing WYCA research to create a stronger evidence base on travel behaviour and brand perceptions.
- The insight supported future campaign and brand development as regional governance and transport responsibilities evolved.