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National Railcard research

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We were commissioned by ATOC to undertake a large-scale qualitative and quantitative market research study that included a stated preference survey to identify how Young Persons, Family and Senior Railcards could be improved. The research involved obtaining a detailed understanding of current brand and product perceptions amongst current and lapsed Railcard users as well as non-users of Railcards; identifying the current barriers and drivers for purchase and use of these Railcards; identifying the potential product and brand improvements that will drive sales; and, identifying the most profitable Railcard reformulations. The research involved a series of focus groups, an on-train survey that included the completion of travel diaries with 4,000 passengers, a telephone survey of 1,100 respondents and 720 stated preference interviews. A key output of the research was a revenue forecasting model for the three different Railcards.