Lots to learn by listening when you’re entering new markets

Jim Bradley discusses some of the methods used to research the market for Bus Rapid Transit in developing countries and their wider applicability to the passenger transport industry.

BRT lanes vary in width from 2.8m to 3.5m. Indents at stations allow express vehicles to pass.

BRT lanes vary in width from 2.8m to 3.5m. Indents at stations allow express vehicles to pass.

Jim bradley is an Associate with Integrated Transport Planning, a specialist transport planning consultancy focused on the delivery of integrated sustainable transport. He is an experienced market research practitioner and has led numerous high profile research projects on behalf of the European Commission, Department for Transport, Highways Agency and Passenger Transport Executives. He is Secretary of the Ten Percent Club and is an Associate Member of the Market Research Society.

Jim bradley is an Associate with Integrated Transport Planning, a specialist transport planning consultancy focused on the delivery of integrated sustainable transport. He is an experienced market research practitioner and has led numerous high profile research projects on behalf of the European Commission, Department for Transport, Highways Agency and Passenger Transport Executives. He is Secretary of the Ten Percent Club and is an Associate Member of the Market Research Society.

Haven’t we all been there? At a dinner party, mentioning what job we do, and waiting for the reactions to come: “I gave up using public transport years ago” ... “trains are all filthy and never on time” ... “my bus doesn’t take me where I want to go”. 

As an industry professional, you become the lightning rod for everyone’s perceptions and frustrations with the entire public transport network. Oscar Wilde said “it is very vulgar...