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New market research – the Gautrain’s brand fitness

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by ConsultaPanel Team, 20 Nov 2012


What you told us

Consulta Research, in association with Business Enterprises from the University of Pretoria, recently conducted research (which included online community surveys as well as face-to-face interviews) for the Gautrain. The team behind Gauteng’s relatively new rail public transport system was interested in finding out more about the people who aren’t yet using the Gautrain.

Over 600 people participated in the research, which lead to some great insights about the client’s target market and the challenges that the Gautrain is yet to overcome.

Who uses the Gautrain

People who participated in the survey were scattered all across Gauteng, with half of them from the Pretoria area (including Centurion) traveling mainly to Sandton and Rosebank.


Pro Gautrain – what respondents had to say

Gautrain users were mainly of the younger generation (aged 18 – 35) and they were predominantly single and without children. Respondents who often used the Gautrain associated with the brand and felt it makes a positive difference to their lives. They also felt it offers good value for money and provided a safe and secure way to get from A to B. The weaknesses as identified from this group, however, included not being able to use the Gautrain to travel to entertainment destinations or shopping trips.

The other side of the equation

There were also many respondents who strongly prefer their own car above other transport methods. People who don’t use the Gautrain said they would avoid public rail transport in 83% of the cases and that motorcycles and cars were best suited for entertainment travel and shopping trips.

This type of market research helps companies, such as the Gautrain, find out what they’re doing right, where they’re getting it wrong and how they can improve. Sign up to become a part of our online research community so that you can give your valuable views and opinions!



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