By Kellie Melleady, TransPro Customer Experience Lead
In transit research, the importance of data research can’t be overstated. During my time at TransPro I have focused primarily on the quantitative side–leading large-scale surveys, analyzing performance metrics, and delivering the structured data transit agencies rely on to understand rider behavior and satisfaction. These insights are essential for tracking Net Promoter Scores, bench-marking service performance, and guiding data-driven decisions.
Recently, I’ve gained a deeper appreciation for how interviews, focus groups, and open-ended survey responses can add context to the numbers we see. While quantitative data tells us what riders think at scale, qualitative insights help explain the “why”—bringing emotion, nuance, and a human voice to each data point.
By incorporating more of these qualitative tools into our process, we’re uncovering insights that numbers alone can’t reveal. For instance, when riders give low scores for cleanliness or safety, the data shows the trend—but the qualitative feedback explains it. Riders might cite disruptive behaviorat specific times of day or frustrations with aging infrastructure. These details point directly to opportunities for improvement.
Both data types are essential. Quantitative results provide the scope; qualitative feedback brings the story. Together, they create a complete picture. As we continue to integrate both methods, I’m convinced than ever that the future of transit research depends on a balance of the two because understanding the numbers and the people behind them leads to smarter decisions, better service, and more responsive transit systems.
