Urban Studies and Planning Commons^™

A New Market Segmentation Approach: Evidence From Two Canadian Cities, Dea Van Lierop, Ahmed El-Geneidy

Journal of Public Transportation

Traditionally, transit market research has categorized passengers into two distinct groups: captive riders and choice riders. Market analyses that depend on such broad categories are likely to overlook important details about the needs and desires of their customer base. This study attempts to better understand the complexities of the different groups who take transit by using information from five years of customer satisfaction questionnaires collected by two Canadian transit providers. Employing a series of clustering techniques, the analysis reveals that nine market segments are present across different modes in both transit agencies. Three different overarching groups of transit users are …