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MVA Consultancy research guides launch of ATOC's simplified rail fares
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Research by MVA Consultancy guided the launch of simplified rail fares set to be introduced this month to encourage rail travel.
The selection and branding of the new, simpler fares launched last week was based on recommendations of the research study by MVA for the Association of Train Operating Companies (ATOC).
Leading transport planning specialist MVA was closely involved in the design of the new fares structure which aims to make rail travel more passenger-friendly.
The new fares being introduced will be Advance, Off-peak and Anytime fares.
Advance will be discounted, train-specific, tickets bought in advance. Off-peak will be flexible tickets, bought up to the time of travel but with restrictions on when they can be used, and Anytime tickets will be flexible, bought up to the time of travel with no restrictions.
The study by MVA focused on identifying appropriate names for the fares, together with clear generic descriptors of fares options for industry websites such as the National Rail Enquiries service.
MVA also participated in an industry-wide committee and advised on the likely impacts of the various alternatives.
The research included a review of branding conventions for other consumer products and industries, and then explored passenger responses to candidate names for the simplified fares, involving focus groups with rail travellers across different regions nationally, carried out from October to December 2006.
John Segal, rail director at MVA Consultancy, said: “Our research showed that customers welcome the change in the fares structure and that the new names will be easier to understand.”
David Mapp, commercial director at ATOC, added: “The MVA research was fundamental to the development of the new national fares structure, and gives us confidence that the changes will be well received by passengers.”
Information for Editors:
Celebrating its 40th anniversary this year, MVA Consultancy provides advice on transport and other policy areas, to central, regional and local government, agencies, developers, operators and financiers.
A diverse group of results-oriented people, we are part of a 450-strong team worldwide. Through client business planning, customer research and strategy development we create solutions that work for real people in the real world.
Issued by Beattie Communications (www.beattiegroup.com) on behalf of MVA Consultancy
For further information please contact: Neil McDonald on 01698 787855 /
07725 466737 or email neil.mcdonald@beattiegroup.com
or
Kimberley Hamilton
01698 787875/07825 069 411 or email kimberley.hamilton@beattiegroup.com
06 May 2008
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