Transit agencies are grappling with an increasingly rich array of datasets upon which they can base their planning decisions. Ridership trends, origin-destination patterns, and performance metrics offer an in-depth view into what is happening across their systems. But more often, agencies are finding that these data points do not always fully explain why people travel (or why they do not). In an era defined by shifting behaviors and evolving public expectations, qualitative research has reemerged as an important tool for uncovering the deeper context behind the numbers.
At RSG, we have seen firsthand how blending qualitative approaches with rigorous quantitative methods can lead to stronger, more human-centered decisions. For decades, our team has helped agencies move from insight to action, designing studies that reach hard-to-reach populations, reveal the lived experience of transit use, and guide service improvements with real-world relevance.
Now, as agencies grapple with complex challenges (return-to-rider strategies, customer experience expectations, and long-term goals) qualitative research is playing a larger role than ever before. From in-depth interviews to journey mapping, the tools for listening are more diverse, inclusive, and actionable than they have ever been.
In this article, we will explore why this moment is uniquely suited to qualitative market research, outline some of the tools and techniques that are shaping the field, and share real examples of how our clients are using these methods to improve service and better connect with their communities.
The Case for Qualitative Research in Today’s Transit Landscape
For many agencies, the pandemic did not just disrupt ridership. It upended the assumptions that had long guided their planning. While ridership numbers have rebounded in many places, they have done so unevenly. Some riders have returned while others have not. Traditional survey tools can show the extent of these changes, but they rarely explain why they are happening or what agencies can do about it.
According to Florian Fessel, Managing Consultant at RSG, this is exactly where qualitative research finds a home in the toolkit of market researchers. “Ridership has been going through tremendous changes since the pandemic,” he said. “What’s missing in many datasets, however, is the why. That’s where qualitative methods can really benefit researchers.” Focus groups, in-depth interviews, ride-alongs, and mobile diaries allow researchers to uncover the motivations, frustrations, fears, and expectations that shape transit use, insights that data points alone cannot always reveal.
But the timing is not simply reactive. It is also strategic. Over the past five years, there has been more interest in customer experience research within the transit industry. Today, many transit agencies have formal customer experience programs, many of which rely on qualitative inputs. While those efforts often include quantitative components, they feature stories, emotions, and lived experiences to illuminate what matters most to riders.
Data can show where and when riders board—but not why they hesitate to return. Qualitative research uncovers the stories behind the ridership stats.
There is also a growing recognition that rider averages do not tell the entire story. At the periphery are people traveling with dependents, riders with limited English proficiency, caregivers, people with disabilities, and those navigating the system while unhoused or in crisis. These perspectives are too often underrepresented in quantitative datasets, but they are critical to delivering equitable, effective service.
Agencies are also discovering that qualitative research can be a powerful tool for internal alignment. “For our clients who have internal stakeholders, we’ve found qualitative research can be really helpful to humanize the results,” Florian said. “If you can connect your quantitative data with the stories of riders, it’s often much easier to build support for the decisions you need to make.”
In short, agencies are not only turning to qualitative research because the world has changed. They are using it because they need richer insights, more inclusive engagement, and stronger connections with the communities they serve.
Choosing the Right Qualitative Research Approach
Qualitative research encompasses a range of tools, each suited to different types of questions. Whether one is trying to understand behavior, uncover barriers, or capture emotions in the moment, the method chosen should match the insight needed.
One-on-one interviews are ideal for sensitive topics or when working with small or hard-to-reach groups. Focus groups work well when you want to explore shared experiences or spark discussion. Observational methods like ride-alongs and “think-aloud” exercises reveal how riders actually navigate your system—not just how they say they do. Mobile diaries and digital experience sampling help capture reactions in real time, while online communities allow participants to engage over days or weeks, building deeper insight as they go.
The strongest qualitative research starts with a clear goal and thoughtful design so agencies can move beyond surface-level feedback and toward real understanding.
How Agencies Are Using Qualitative Research
The power of qualitative research is already reshaping how transit agencies understand their riders and look to improve their systems. Below are a few recent examples of how RSG has partnered with transit agencies to design, execute, and apply qualitative research.
Spanish-Speaking Rider Focus Groups | Chicago Transit Authority (CTA): The Chicago Transit Authority wanted to better support riders whose primary language is Spanish, especially when things go wrong: service changes, missed connections, delays. RSG designed a series of focus groups with Spanish-dominant riders to understand how they navigate the system, what tools they rely on, and where the pain points exist.
What made this study particularly valuable was the way the findings were used. The personal stories collected during these sessions helped CTA’s internal working group prioritize next steps and build momentum for future initiatives. In other words, the research did not sit on a shelf. It became a catalyst for more inclusive service planning.
Wayfinding “Think-Aloud” Study | Metro Transit: At the West Bank light rail station in Minneapolis, Metro Transit suspected riders were struggling to make bus-rail connections due to unclear signage. To get to the root of the issue, RSG worked with Metro Transit to deploy an innovative “think-aloud” approach: participants were given a destination and asked to navigate there while verbalizing their thought process. Each participant wore a GoPro camera to capture both what they said and what they saw.
As part of a wayfinding study with Metro Transit, RSG used think-aloud interviews and GoPro footage to understand where riders encountered confusion navigating between bus and light rail. The insights led to targeted signage improvements that made transfers on the Green Line easier and more intuitive.
The findings revealed moments of hesitation, confusion, and missed cues, insights that would not have been captured through surveys alone. Based on the results, Metro Transit installed 16 new signs, improving the experience for thousands of riders. This is a prime example of how small-sample, high-quality qualitative research can lead to tangible system improvements.
Listening Differently, Acting Smarter
As transit agencies look to the future, those with a forward-looking focus will not only ask how many people are riding—they will also ask why, how, and what for. They will seek out stories, not just statistics. And they will recognize that solving complex mobility challenges starts with understanding the diverse experiences of the people who already rely on their systems now or may want to in the future.
Qualitative research does not replace quantitative data collection methods, but it does strengthen them. Capturing the nuance behind riders’ behaviors, revealing unmet needs, and elevating underrepresented voices gives agencies the context they need to make informed, human-centered decisions.
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At RSG, we help transit agencies uncover the why behind the data. If you're wondering why certain riders haven’t returned, whether you're hearing from the full spectrum of your community, or how to build internal momentum for change, then you're asking the right questions that RSG can help answer. Get in touch today to explore how we can support your qualitative research goals and help you act on what matters most.
Missed our recent webinar on this topic? Watch the recording here to learn how agencies are using qualitative insights to transform transit service.
