UG432 - Transport Direct Market Research
Overview
Background & policy context:
Transport Direct was announced in July 2000 as part of the Government's ten-year spending plan for transport. It is an ambitious Programme to provide the U.K. with a travel information service that can present the public with the opportunity to compare travel options across public and private transport modes. Using the Internet as its principal delivery medium it seeks to offer a one-stop-shop journey planning, booking and payment service, complemented with real-time update information. This market research will aim to canvass opinions from the general public to help inform the future direction of the Transport Direct programme.
Objectives:
This project will establish what the public wants from Transport Direct, which aspects they will use and whether it will have any impact on their travel behaviour. For Transport Direct to be effective as an information service it will need to be useful, usable and used.
To be useful it will have to provide access to information that is of relevance and value to end-users. To be usable it will need to provide a service structure and interface that is intuitive and easy to use providing quick and convenient access to information sought.
To be used the public will need to be aware of its existence, know how to access it, have the means to access it and consider it their preferred service in an information marketplace that is already well populated with a range of different types of travel information services.
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