Market Research

We undertake all types of market research, but specialise in on-train research, on-station research and in home travel surveys. We carry out small surveys ourselves. For larger surveys we usually sub-contract field work but still manage the overall process. Often market research is combined with other services to give clients a comprehensive business analysis service.

As part of work with other consultants to develop a Marketing Strategy for the Nottingham - Skegness rail service we carried out an on-train survey of over 1000 passengers during the Summer peak using a self-completion questionnaire. One of the challenges was to obtain a sample that was representative of the market segments and different levels of train crowding.

The North Yorkshire Moors Railway wanted to gauge customer opinions about proposed major changes to its product and commissioned Eden Business Analysis to carry out an on-train market research exercise. The research results had the added benefit of providing the client with a profile of existing users and an analysis of their opinion of service quality.

Other rail routes where we have conducted on-train market research include: Edinburgh-London; Hull-London; Leeds-Liverpool; Manchester-Clitheroe; Swansea-Fishguard; Crewe-Holyhead; Newcastle-Carlisle; and Carlisle-Barrow. In some instances in-depth interviews with a sample of passengers were used to structure the main questionnaire.

We have also carried out on-station catchment area surveys at Warrington, Chorley and Morpeth, and household travel surveys in rural Northumberland.

Market Analysis

Most of our Market Analysis work is used to support Marketing Planning and Business Development work. Market Analysis takes many forms including desk research, statistical analysis, mode share studies, SWOT (strengths, weaknesses, opportunities, threats) analysis, interviews with key people and geodemographic studies. We often work in teams with those with skills in different Marketing disciplines and enjoy the challenge of ensuring wider business decisions are founded on sound market analysis.

In conjunction with two other independent consultants we carried out a comprehensive analysis of the Newcastle-Carlisle rail service. Eden Business Analysis carried out quantitative and qualitative market research, ticket sales analysis, analysis of historical market research, competitive mode studies and demand forecasting for scenario testing of timetable options.

Over a period of several years we have carried out routine analysis of the existing rail travel market in the Manchester-Clitheroe corridor for Lancashire County Council who, with train operator support, facilitates the funding of part of the train service. Using a mixture of ticket sales analysis and market research we have monitored performance. From time to time we have evaluated options for changes to the service on the route.

Demand Forecasting

We are familiar with the rail industry Passenger Demand Forecasting Handbook, the application of demand elasticities and MOIRA, the rail industry timetable based demand forecasting model. By combining both qualitative and quantitative research information we can produce demand forecasts for a wide range of changes, e.g. new stations, improved frequency, new rolling stock. Neil Galilee has been using the MOIRA model since the 1980s. He is also very familiar with ORCATS - the rail industry income allocation model. Eden Business Analysis is an associate member of the rail industry Passenger Demand Forecasting Council.

We have worked in several passenger train operator franchise bid teams including Arriva's team that successfully won the Cross Country franchise. Often our main role has been the production of demand and revenue forecasts for a range of timetable options. As part of this work we have gained experience in forecasting levels of train crowding.

Train operators have employed our services on a number of occasions to estimate the revenue losses arising from significant service disruption caused by major engineering work or accidents.

Our MOIRA skills have been used to support the work of several larger consultancy firms working on major projects. Firms we have worked with include the MVA Consultancy, Steer Davies Gleave, Peter Brett Associates, JMP Consulting and Mott MacDonald.

Scheme Appraisal

Scheme Appraisal involves the identification of costs and benefits for project ideas. Sometimes we conduct full Cost Benefit Analysis which involves the challenge of quantifying costs and benefits which might not be readily available. We have experience of Discounted Cash Flow techniques and government appraisal criteria.

We conducted an evaluation of the costs and benefits of a range of options for using different types of rolling stock on the Middlesbrough - Whitby rail line. The project included working with others to logically construct the options to be evaluated as well as the evaluation itself.

Some years ago the Strategic Rail Authority operated a Rail Passenger Partnership Fund which was available for service enhancements where rigorous scheme appraisal could demonstrate value for money. During this time we worked on several funding bids including successful bids for additional peak hour rolling stock and new Sunday train services.

In association with other consultants we have worked on feasibility studies for re-opening disused rail lines. Two such schemes were Skipton-Grassington and York-Beverley. Although the conclusions were that neither could be progressed at the time, the experience gained helped us to contribute to a project to write formal guidance notes for the proponents of rail re-opening scheme ideas.

Transport Planning

Transport planning involves the analysis and evaluation of transport related problems and opportunities. Often it is necessary to consider the impact upon more than one mode of travel. The geographic distribution of journeys made can make the planning tasks complex. Although our primary focus is often public transport, it is important to address the impact on car travel - which is often the dominant mode choice. Although we don't hold the full range of transport planning skills we are able to give many valuable inputs to the planning processes and enjoy working in teams with other transport professionals.

In conjunction with Leeds University Institute of Transport Studies and Passenger Transport Networks we have supported academic research into the benefits of regular interval train services in an integrated national transport network.

Some of our demand forecasting and market research work is used as part of the wider transport planning processes for major schemes. For example, we have produced some of the demand forecasts for options for new rail infrastructure and services to Heathrow Airport. Also, a catchment area study we conducted for Warrington station was part of a wider information gathering exercise for a major study of transport movements associated with proposed major land use changes near the town.

As part of scheme appraisal and demand forecasting work we have conducted a number of mode share studies for several rail corridors in the north of England.

In our rail market research we often collect the full home postcode of users because this has valuable and exciting opportunities to significantly enhance our understanding of the current market through the use of catchment area studies and geodemographic analysis.

Sales Income Analysis

Sales income analysis is vital for both monitoring performance and for providing a foundation for future decision-making. We are very familiar with the LENNON rail industry ticket sales database (and CAPRI - its predecessor). Because of our knowledge of ticket types and ticket issuing procedures we are able understand its limitations and weaknesses as well as the scope to maximise the use of the data. We have extensive Excel spreadsheet skills.

Several Sales Income related projects have been carried out for the Association of Train Operating Companies (ATOC). These include the appraisal of ticket machine strategies, an analysis of the Warrant Account method of ticket purchase, and work to support a major review of the Ticketing and Settlement Agreement that documents the way train operators work together on rail ticketing matters.

We have carried out studies of revenue protection effectiveness using statistical analysis of ticket sales. This is one area where we believe there is significant scope for further work across the rail industry in its drive to reduce ticketless travel.

As part of our market analysis and demand forecasting work we are often asking train operators for LENNON data. As well as being able to specify the format, we have sufficient familiarity with the system that in some instances we are able to collect the data directly from the LENNON system.