Research and analysis
Rail customer experience: review of existing survey collection methodologies
Review and recommendations regarding methodologies for conducting surveys to collect rail customer experience in Great Britain.
Documents
Details
Findings from a review of survey methodologies for measuring rail customer experience in Britain. The findings are based on field trials between April and June 2023.
The findings report:
- evaluated the different approaches to data collection
- recommended a future methodology for continuous surveying
- focused on improving data quality, response rates and operational feasibility, with particular attention to:
- face-to-face recruitment of participants as the preferred method over station-based recruitment
- digital response options (email and QR code) and use of paper questionnaires
- fieldwork shift length
- use of the Journey Picker Tool to improve journey accuracy
- sampling based on passenger volume, using MOIRA , a model for analysing timetable and demands changes, and LENNON (Latest Earning Networked Nationally Overnight) which provide ticket and earnings data for rail operators
- survey response weighting data sources and strategies
The evidence provided includes:
- comparative performance of on board versus station-based methods
- response rates, dropout patterns and demographic profiles by recruitment method and response options
- operational challenges and solutions for fieldwork logistics, including disruptions and permissions
- recommendations for future trials and pilot implementation, including modular survey design
A further, more detailed, technical report of the findings is included.
The findings of this research led to the creation of new approach to capturing rail customer experience, which was used in a pilot conducted between December 2023 and January 2024.
BVA BDRC carried out this research on behalf of the Department for Transport.
Updates to this page
Published 27 November 2025