Transportation agencies are constantly innovating to meet the needs of an aging system, a declining revenue stream and an evolving customer base. The FHWA Highways for Life program earlier this year published a document, “A Guide to Developing Marketing Research for Highway Innovations,” which is intended to help transportation agencies “understand the needs, wants, and values of their existing customers and potential customers and us that information to make better decisions.”
While I believe that most agencies already use some kind of research when deciding whether to pursue programmatic and operational innovations, the guide should prove a very useful resource for the transportation communications community.
Filled with anecdotes and case studies, the manual is a solid introduction to marketing research. It will explain things to consider when deciding on the types of research you might need, whether you will need to bring in a consultant and even some strengths and weaknesses for various research methods.
Whether you are a seasoned communication pro, or just getting started, the Highways for Life guide is worth checking out.
With AASHTO Subcommittee on Transportation Communications annual meeting next week in Raleigh, NC, it is worth noting a few of the stories that are likely to be part of the conversations. Please remember, this blog does not offer political commentary. This list simply acknowledges some important stories that transportation communications professionals have a high chance of managing in the coming year.