Behavioral Research

We combine a variety of qualitative and quantitative research methods, tailored to the specific question and stage of the project:

Field observations – capturing actual behaviors, beyond what users report.
In-depth interviews - with passengers, drivers, and operators. Uncovering thought patterns, perceptions, and sources of frustrations.
Customer journey mapping – identifying points of friction and gaps throughout the user experience.
Focus groups and surveys – expanding and deepening understanding of user needs and attitudes.
Global review – drawing insights from literature reviews, international case studies, and ongoing dialogue with regulators and partners worldwide.

Use Cases

Mapping the Passenger Experience on the Light Rail

This study combined field observations, site visits, interviews, and surveys to identify "friction points" that are not captured in the data, including unclear signage, a cumbersome payment process, difficulty navigating the station and vehicle space, and weak integration with complementary transport services.

Reducing Fare Evasion on Buses

In a pilot involving 60 buses, we implemented environmental design interventions aimed at increasing ticket validation. The result: a 9% reduction in non-validation and annual savings estimated in the tens of millions of shekels.

Understanding the Difficulties of Bus Drivers

This study addressed issues contributing to early attrition among new drivers, including lengthy and ineffective training processes, misalignment between management messaging and driver experience, and ongoing tension between drivers and dispatchers.

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