DRAFT

2010 PSTA MARKET RESEARCH STUDYIn spring 2010, PSTA began performing a transit market research study. Major tasks include assessing thetravel characteristics of bus riders and non-riders, obtaining rider’s opinion on potential serviceimprovements, and ascertaining the perceptions of transit of bus riders and major area employers.Feedback received from the market research study will assist PSTA in determining future transit needs inPinellas County.The market research study consists of two tools for gathering feedback from the community. The two toolsinclude an on-board survey and interviews with major area employers. Each market research tool isdescribed below.• On-board survey – The on-board survey is a tool used by transit agencies to gather feedback onvarious aspects of the transit agency’s operations and services directly from patrons. In addition, onboardsurveys assist agencies in determining the demographic make-up and travel characteristics oftheir existing patrons.• Employer interviews – Interviews with major employers in the area assist transit agencies intargeting and/or tailoring transit services that meet the needs of those employers. Understanding thetravel needs of the employees of large businesses also assists the transit agency in developingappropriate marketing and educational tools.The on-board survey was completed in April 2010. Employer interviews are scheduled to be performed inFall 2010. The following sub-section provides a summary of the on-board survey process and salientconclusions drawn from the analysis of the collected data.PSTA 2010 ON-BOARD SURVEYIn April 2010, PSTA undertook the conduct of an on-board survey of existing bus riders. The on-boardsurvey was utilized to collect rider input on current transit services and to provide direction for futureimprovements, marketing, and policies.Survey ApproachThe method for surveying bus riders was the distribution of a self-administered questionnaire to all personsboarding surveyed PSTA bus routes. Surveys were distributed on weekdays, Saturday, and Sunday. Thesurvey questionnaire utilized was similar in format and in the types of questions found in survey instrumentspreviously used by PSTA as part of other major on-board survey efforts. PSTA has been conducting majorTindale-Oliver & Associates, Inc.September 20105-6Pinellas Suncoast Transit AuthorityTransit Development Plan