Project: Transport Direct-Market Research: MR05

Reference: UG432D

Last update: 25/01/2005 15:52:41

Objectives

The aim of this project is to establish what the public wants from Transport Direct, which aspects they will use and whether it will have any impact on their travel behaviour.

Description

Transport Direct can only go ahead with the support of transport operators and others. Transport operators have already indicated that they would like to see evidence of public demand for the service before committing time and resources to the programme. This market research will canvass opinions from general public to help inform the future direction of the Transport Direct Programme.

There are five areas of research. This project is concerned with just the last of MR05, is comprised two workpackages ( WPs).

WP1- Evaluation of public reaction to the prototypes

- to ensure that the portal as presented to the public is usable. The DfT and the Portal Project contractor will work together to produce a portfolio of web site functions and presentational formats.

- to expose a cross-section of the public to the portal prototypes in a supervised environment;

- to monitor and elicit feedback concerning the reactions of prospective end-users to the usefulness of key aspects of each prototype;

- to assess overall public preferences between prototypes and the propensity to use such a portal


WP2- Assessment of feedback concerning us of the publicly available first stage portal.

This stage concerns the gathering and assessment of end-user feedback regarding the first publicly available version of the portal. It is expected that there will be three forms of information gathering:

- On-line questionnaire
- Usage log
- 'Think-aloud' testing

The above task is to design a suitable feedback-gathering tool, which is anticipated to be an on-line service to achieve the objectives for this project.

Contractor(s)

Accent Marketing & Research
Gable House, 14-16 Turnham Green Terrace, London, W4 1QP

Contract details

Cost to the Department: £53,000.00

Actual start date: 12 February 2003

Actual completion date: 30 July 2003

Publication(s)

Usability Test Report
Author: Accent Marketing & Research
Publication date: 24/11/2004
Source: Transport Direct Website
More information: http://www.transportdirect.gov.uk/research/usability.htm

Summary of results

  1. 181 tests were carried out asking target users of the portalto carry out specified tasks. Each person was asked to compare and contrast 2 of the prototypes. Comments and preferences were recorded using a computer assisted qustionnaire.