Market Perceptions Survey – Research Plan and Questionnaire

March 2019

Background

The Auckland Transport (AT) Market Perceptions Survey has become a key strategic Insights programme, driving our increased customer focus, monitoring our brand, awareness of our roles and responsibilities, and populating the PT Adoption Framework.

The survey is a quarterly monitor, reporting on an annual rolling sample of 2,000 Aucklanders, made up of 500 per quarter. Analysis and reporting remains in-house.

This survey populates AT’s strategic behaviour change segmentation tool, PT Adoption Framework.

Method

Outsourced fieldwork method: Questionnaire provided in Word format. Deliverable is data set in SPSS format.

Survey questions are reviewed quarterly.

Online survey method.

Fieldwork in second month of each quarter (Feb, May, Aug, Nov).

Survey length is 12-15 min.

Core sections including:

o Screeners

o Brand Awareness - Unprompted

o Brand Recognition - Prompted

o Service Awareness

o Network Reputation and Brand Perceptions

o Behaviour and Needs

o AT HOP

o PT

1

o Demographics

Modular questions as required (e.g. On-Street Parking, Major Projects, assume that 10-15% of survey will change between waves)

Sample

The sample includes:

All Auckland region residents aged 15+;

n=500 per quarter;

o To be aggregated to a rolling annual sample of 2,000, whereby each quarterly reports include data from the previous 12 months;

Representative of population across broad age, gender and location measures;

Sample strategy should seek to minimise repeated surveys to the same respondents, potentially utilising panel diversity, stand downs, etc.

Surveys should be device agnostic; easily completed on mobile devices.

Quotas

Description QID Code %age # # set

Total - Quota stop     100% 500 525

Gender/ Age A1/A2 Male, 15-24 5% 25 26

    Male, 25-44 21% 105 110

Male, 45-64 15% 75 79

Male, 65+ 6% 30 31

Female, 15-24 5% 25 27

Female, 25-44 23% 115 120

Female, 45-64 17% 85 90

Female, 65+ 8% 40 42

Region A3 North 23% 115 121

Central 30% 150 157

East 9% 45 47

West 16% 80 84

South 22% 110 116

2

Change Log

2017 March:

New Section: AT Metro Brand

New Section: Airport Travel

Removed F3: walk to PT

2017 June:

D3 statement changes

E1 statement deletion

F1 statement deletions

2017 September:

G6 delete

CRL delete section, including CRL1 and CRL2

AP3 statement changes

ATM3 statement 7b removed

2017 December:

E1 new statement

New Section: Cycle Share

Slight change to S2 display logic

2018 March:

Remove Cycle Share section

F1 new statement

New Section: PT Trip Reason

2018 June – no change

2018 September – no change

2018 December:

New grid AF3

Move S5 to AF3_4

2019 March

Remove AP2. Add new statements F2_14, 15, 16. Add new questions F3, G6, J7, J7A, J8

3

Questionnaire

Screeners

ASK ALL. SRTERMINATE IF A1=6A1. Which part of Auckland do you currently live in?

North Auckland 1

Central Auckland 2

East Auckland 3

West Auckland 4

South Auckland 5

I do not currently live in the Auckland region 6 THANK AND CLOSE

ASK ALL. SR A2. Are you…

Male 1

Female 2

ASK ALL. SR A3. What age group are you in?

Up to 19 7

20 to 24 8

25 to 34 2

35 to 44 3

45 to 54 4

55 to 64 5

65+ 6

4

Brand Awareness - Unprompted

SEPARATE SCREENASK ALL. OPEN, 5 SPACES TO ENTER ANSWERS, ONLY ONE MANDATORY

B1. What organisations provide road and public transport infrastructure and services in Auckland?

1

2

3

4

5

Service Awareness

SEPARATE SCREENASK ALL, SR, Grid, Randomise rows

D3. Before today, which of these were you aware of as being the primary responsibility of Auckland Transport?

Not Aware/ Unsure

Aware

1 Planning transport options across Auckland

2 Build and maintain local roads, footpaths and cycling infrastructure

5 Build and maintain train stations, bus shelters and ferry wharves

6 Providing bus, train and ferry services

7 Road safety and community transport initiatives such as school and workplace travel plans

8 Manage on street parking and parking buildings

9 Enforce parking and transit lane regulations

10 Provide information about buses, trains and ferry services

11 Promotion of cycling for transport

12 Promotion of walking for transport

5

Network Reputation and Brand Perceptions

SEPARATE SCREENASK ALL. GRID SR. Randomise Rows

E1. How much do you agree or disagree that …?

Strongly Disagree

Strongly Agree

NA/ Unsure

0 1 2 3 4 5 6 7 8 9 10 99

1 Auckland has accessible transport options for people with disabilities

2 Auckland has transport choices that allow me to get where I want, when I want

3 Auckland Transport is a responsive and approachable organisation

5 Transport in Auckland is designed to reduce negative environmental effects

6 There is a plan in place to improve the whole transport system in Auckland

7 Auckland has a public transport network with bus, train and ferry services that work well together

SEPARATE SCREENASK ALL. OPEN, 3 SPACES TO ENTER ANSWERS, ONLY ONE MANDATORY

E3. What three words would you use to describe Auckland Transport?

1 OPEN

2 OPEN

3 OPEN

SEPARATE SCREENASK ALL. MR, RANDOMISE

E4. What communications have you seen from or about Auckland Transport in the past month?

1 News articles

2 Public consultation about changes to roads, parking or public transport

3 Advertising of parking or public transport services

Advertising of safety messages

4 Email from Auckland Transport

5 Social media posts (e.g. Twitter, Facebook)

90 Other (please specify): OPEN

6

99 None

AT Metro Brand

SEPARATE SCREENASK ALL. GRID, RANDOMISE ROWS

ATM3. Do you agree or disagree that the bus, train and ferry network in Auckland…

Strongly Disagree

Strongly Agree

Don’t Know

1 2 3 4 5 6 7 99

1 is easy to understand and use2 provides frequent services3 is reliable4 makes it easy to get around

Auckland 5 listens to what Aucklanders want

and need6 suits the needs of Aucklanders 7 Is planned with the future of

Auckland in mind8 provides value for money

7

Behaviour and Needs

SEPARATE SCREENASK ALL. GRID/SLIDER. SR. Randomise Rows

F1. How much do you agree or disagree that …?

Strongly Disagree

Strongly Agree

NA/ Unsure

0 1 2 3 4 5 6 7 8 9 10 99

4 People like me use public transport

5 It is safe taking public transport in Auckland

7 It is safe walking alone in my neighbourhood after dark

ASK ALL. GRID. SR. Randomise Rows

F2. Do the following apply to you?

No/ Unsure

Yes

0 1

1 Other people rely on me to take them places

2 I rely on family and friends to take me places

3 I have free parking at my most regular destination

4 I need a vehicle during the day for work

5 I need to be able to change my transport plans during the day

6 Cost of daily travel is a big issue for me

8 I have an impairment or disability that affects my transport needs

9 Family and friends come to me for advice about transport

10 Electronic prepay (top-up) cards are easier than cash to pay for public transport

11 Public transport runs within easy walking distance of my home

12 Public transport runs within easy walking distance of my most common destination (e.g. work, school, shops)

13 A private vehicle is available for my daily travel

14 I can travel to my most common destination (e.g. work, school) by public transport in 45 minutes

15 I need a vehicle during the day for personal or family matters (e.g. school pick-up, shops)

16 I have the flexibility to reduce my travel during peak hours (e.g. delayed start times, work from home)

8

ASK ALL, RANDOMISE EXCEPT 90 & 99, MR F3. In the last week, what sources of travel information have you used?

AT Mobile app 1

AT Park app 2

Journey Planner on AT website 3

Google/ Apple Maps 4

Navigation device in vehicle 5

I refer to other sources of travel information (please specify) 90 OPEN

I do not refer to any travel information 99 EXCLUSIVE

AT HOP

SEPARATE SCREEN

ASK ALL, INSERT IMAGE, SR

G2. Do you have an AT HOP card?

Yes 1

No, but I do intend to get one 2

No, and I do not intend to get one 3

I don't know this card 4

ASK IF HAVE AT HOP (G2=1). GRID. SR

G3. Is your AT HOP card:

No/ Unsure

Yes

1 Registered 0 1

2 Registered for Auto-topup 0 1

9

3 Loaded with a Tertiary concession 0 1

4 Loaded with a Super Gold concession 0 1

ASK IF HAVE AT HOP (G2=1). GRID. SR, RANDOMISE ROWS EXCEPT PLACE ROW 4 OVERALL SATISFACTION AT END

DISPLAY G4-8 (Automatic top-ups being easy to use) ONLY IF G3-2 AUTO-TOPUP=1(YES)

G4 Please rate the AT HOP card for each of these:

Very Poor

Excellent

NA/ Unsure

0 1 2 3 4 5 6 7 8 9 10 99

2 Support and information about my card

5 Topping up my card

6 Experience contacting AT HOP e.g. for things like refunds & balance transfers

7 AT HOP website being easy to use

8 Automatic top-ups being easy to use

4 Overall Satisfaction with AT HOP

ASK IF HAVE AT HOP (G2=1). OPEN

G5 What one thing could be improved about your AT HOP experience?

ASK IF DON’T HAVE AT HOP (G2=2 OR 3), MRG6. Which best describes your reason for not having an AT HOP card?

Don’t use public transport enough 1

Easier to use cash 2

Don’t know where to get one 3

Too much of a hassle to get one 4

Card cost is too expensive 5

Other (please specify) 90 OPEN

Adoption Frameworks

SEPARATE SCREENASK ALL, GRID, SR, RANDOMISE ROWS

AF1. How often do you travel each of these ways?

10

1 2 3 4 5

Never/ Virtually Never

Less than Monthly

Monthly to Weekly

2 to 4 days per week

5 days per week or more

1 Bus

2 Train

3 Ferry

4 Car - by yourself between 7am and 9am

5 Bicycle

6 Walk - for 10 minutes or more

SEPARATE SCREENASK ALL, GRID, SR, RANDOMISE ROWS

AF2. Which describes your preference for each mode of travel?

1 2 3

I would like to travel this way LESS/ I only travel this way if I have to

I am happy with my use of this travel mode

I would like to travel this way MORE

1 Public Transport

2 Private car

3 Bicycle

4 Walking

ASK AF3 IF USE PT LESS THAN MONTHLY OR MORE (AF1 BUS/TRAIN/FERRY=2+), SINGLE RESPONSE

AF3. Do you use public transport at these times?

1 2 3

Never Occasionally Regularly

1 Weekdays, peak hours

2 Weekdays, 9am to 4pm

3 Weekends

4 Between 7pm to 6am (any day)

11

PT Trip Reason

ASK IF USE PT MONTHLY OR MORE (AF1 BUS/TRAIN/FERRY=2+)R1 Have you travelled by bus, train or ferry for this type of trip in the past 6 months??

1 2 3 9

I have used public transport for this

I could, but have not

I could not use public transport for this

I don’t travel for this reason

1 Work

2 Education

3 Shopping

4 Personal business/ medical

5 Entertainment/ socialising/ sightseeing

6 Concerts

7 Sports events

8 Large events or parades

PT Safety

ASK ALL, MULTIPLE RESPONSE, RANDOMISE EXCEPT NOS1. Does a concern for personal safety change how you use public transport?

No, I am not concerned about personal safety of public transport/ it is not a factor in my decisions (EXCLUSIVE OPTION)

1 EXCLUSIVE OPTION

Yes, it completely stops me from using public transport

2

Yes, I will not use public transport at night 3

Yes, I will not use public transport when travelling to some parts of Auckland

4

ASK IF USE PT MONTHLY OR MORE (AF1 BUS/TRAIN/FERRY=2+)S2. In the last 3 months, have you ever felt worried about your personal safety when using public transport in Auckland?

Yes 1

No 2

ASK IF YES TO EITHER S1 (2,3,4) OR S2 (1), OPEN

12

S3. What causes this concern?

ASK IF YES TO EITHER S1 (2,3,4) OR S2 (1), RANDOMISE, SINGLE RESPONSES4. At which point on your journey on public transport are you most likely to worry about your personal safety?

Walking to/ from stop/ station 1

Waiting at stop/ station 2

On board public transport 3

13

Airport Travel

SEPARATE SCREENASK ALL, SR

AP1. How often do you travel to Auckland Airport or nearby businesses, for any reason?

1 2 3 4 5

Never/ Virtually Never

Less than Monthly

Monthly to Weekly

2 to 4 days per week

5 days per week or more

ASK IF EVER TRAVEL TO AIRPORT (AP1=2,3,4,5), EXCEPT IF AP2=99, SR, RANDOMISEAP3. How do you most often travel to and from Auckland Airport or nearby businesses?

Taxi/ shuttle 2

Work vehicle 3

Bus 4

Private vehicle – on your own 5

Private vehicle – 2 or more people 6

Other (please specify) 90 SPECIFY

ASK IF EVER TRAVEL TO AIRPORT (AP1=2,3,4,5), SRAP4. How much do you agree or disagree with this statement?

Strongly Disagree

Strongly Agree

It is easy to get to and from Auckland Airport and nearby businesses

1 2 3 4 5 6 7

ASK IF EVER TRAVEL TO AIRPORT (AP1=2,3,4,5), OPENAP4. What would improve travel to Auckland Airport and nearby businesses?

14

Demographics

ASK ALL, OPEN

J1. Auckland Suburb:

What suburb do you live in? 1

What suburb do you travel to most often? 2

ASK ALL, SRJ7. What is the main mode of transport you use most often to get there?

Car/van – drove alone 1

Car/van – with other(s) 2

Motorcycle/ motor scooter 3

Bus 4

Train 5

Ferry 6

Cycle/ electric bike 7

Taxi/ Uber 8

Walk 9

Other (please specify) 90 OPEN

ASK J7A IF J7 = 4,5 OR 6 (PT)J7A. How do you get to the stop/station/wharf where you board your public transport service?

Walk 1

Car – I park at the stop/station/wharf (Park and ride) 2

Car – I park on a street near the stop/station/wharf 3

Car – I get dropped off at the stop/station/wharf 4

Cycle 5

Bus 6

Other (please specify) 90 OPEN

ASK ALL, SR

J2. Which best describes your occupation?

Employed or self employed full time with regular hours

1

15

Employed or self employed full time with variable hours or shift work

2

Employed part time/ casual 3

Student full time 4

Student part time 5

Retired 6

Domestic/ home duties 7

Not working 8

ASK IF EMPLOYED: J2= 1,2,3, SR

J3. Which best describes your job?

Manager 1

Professional 2

Technician or Trades Worker 3

Community or Personal Service Worker 4

Clerical and Administrative Worker 5

Sales Worker 6

Machinery Operator 7

Labourer 8

Hospitality 9

Driver 10

Other (Please Specify): 90 SPECIFY

ASK ALL, SR

J.4. Which best describes your household?

Family with pre-school aged children 1

Family with school aged children 2

Family with older children at home 3

Couple 4

Living alone 5

Flatting or house sharing 6

ASK ALL, OPEN (NUMBER)J8. How many cars/ vans/ utes are there in your household?

ASK ALL, MR

16

J5. Which ethnic group(s) do you belong to?

New Zealand/ European 1

Maori 2

Samoan 3

Cook Island Maori 4

Tongan 5

Niuean 6

Chinese 7

Indian 8

Other (Please Specify): 90 SPECIFY

ASK ALL, OPEN

J6. What would improve travel options within Auckland?

17