UK / Travel and Transport
Creating a new class of train carriage
“Ipsos were able to make complicated analytics into something digestible and usable. The research was clear and simply explained.” Insight Manager, Client
Business issue
Our client, who took over a rail franchise, have a commitment to introduce an additional class of travel that would sit between Standard and First. The goals were to improve customer experience, operational efficiencies and generate additional revenue for the franchise.
Customer insight was needed to inform what the new travel class would look like as a three- tiered travel service is a new concept to UK railways and the client needed to know how current, and potential customers, would respond to the offer.
Our solution
A multi-phase project was designed looking at customer needs and then designing and testing the ideal “three class” proposition with consumers. A conjoint methodology was used to trade off which features people wanted in each class vs. what they would pay for it and enabled the client to put together the ideal combinations of features, and pricing for each class.
Respondents went through one of three conjoints, where each conjoint had a different scenario (based on length of journey). Costs to provide the different features were also incorporated into the conjoint simulation tool to enable the client to calculate return on investment for different service features.
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