The Transportation Research Board meeting held annually in Washington DC is among the largest gatherings of transportation geeks in the world. The January meeting typically tops 11,000 attendees with sessions and workshops beginning early in the morning and running well into the evening. The printed agenda is massive and looks and weighs like a major city phone book. The TRB annual meeting is indeed a big deal. Continue reading
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.