Consumer Market Research 2003 RFP Proposed Scope of Work Rich Taylor

1. Consumer Market Research 2003 RFP Proposed Scope of Work Rich Taylor

2. History First Market Research Conducted in Late 2001 by Gallup Organization Conducted surveys (August - October 2001) National Telephone Survey Mail-in Survey of Landstar Long-haul Drivers Conducted focus groups (November 2001) Philadelphia Minneapolis / St. Paul Lincoln, NE Los Angeles

3. 2001 Research Results Awareness Results Awareness of Automated Telephone Traveler Information Systems TOTAL -- 53% 511 Awareness TOTAL -- 9% Travel Information Sources: Television -- 72% Radio -- 70% Internet -- 40% Telephone System -- 20%

4. 511 Evaluations Four primary metrics Coverage Usage Awareness Satisfaction ITS America Consumer Research Helps answer awareness and satisfaction metrics along with deployer surveys

5. 2003 RFP Scope Two Major Elements Follow-on National Survey Consumer Awareness of 511 at National Level Also survey in few areas that have active 511 deployments Specific information presentation questions (traffic metric; weather, incident, events information) Deployer Level Customer Awareness / Satisfaction Survey and Focus Group(s) Work with one or two deployers in a �demonstration� to meet some of the customer satisfaction Evaluation metrics Intercept Surveys for users Hold one or two focus group with mixed audience to better determine consumer needs and reaction to operating system

6. Objectives of New Research Multiple Objectives: The previous ITS America survey will serve as a benchmark in deployment awareness and how it affects satisfaction. For awareness, the research will help target the appropriate level of marketing needed to get users to use the 511 systems. 511 users will provide valuable data on what works for them when using the system.

7. Objectives of New Research Transit What kind of information do transit users want from 511? Access to a call center Schedule Information Full Trip Planning Delay information Other? Weather How do consumers want their road weather information provided to them? How much information should be provided? (Road condition and visibility, or full weather report?)

8. Objectives of New Research Roadway How should information on roadway conditions be presented? Travel Times? Average Speeds? Delay? Other? How should incidents, events, and weather information be listed? By Segment? Milepost? Other?

9. National Survey National Awareness (Random Sample) Have you heard of 511? What is 511? (Check to see if they really know) How did you find out about 511? AND Regional Awareness Same questions as above but asked in regions where 511 is deployed

10. Regional Survey Regions With 511 Deployments Intercept Survey (proposed) Similar questions as contained in E-911 national report � usability; need; frequency of use; content; quality; dependability; etc. Specific Information Requests for: Transit Weather, and Roadway Content Focus Groups To gather input on 511 system usability and the information content

11. Other Important Elements Survey Questions must not be proprietary Want to share our methodology with local deployers and/or new deployers so that they can use the same information RFP will be open � a brief description of needs (i.e., National 511 awareness; regional customer satisfaction; etc.) to elicit creative and cost-effective approaches from the proposers

12. Next Steps Incorporate input from this meeting Discuss research timing with U.S. DOT If agreed, the plan is to release RFP by end of February at the latest Surveys take place in early summer Results for 511 Conference in Arizona in October 2003

13. Questions? Please feel free to contact me with any questions or further comments. Rich Taylor: 202-484-4669 or rtaylor@itsa.org