Transport for London (TfL) uses Willingness-to-Pay as a measure of the benefits customers receive from a wide range of service and infrastructure attributes. The values must be kept up to date, and values for new attributes estimated as the need arises.
Steer has carried out several waves of this research over the past 20 years. This project was commissioned to provide updates for 72 attributes across seven modes.
Steer carried out Online Stated Preference interviews with over 2500 respondents to measure their Willingness-to-Pay values. Focus groups were used to explore how best to present new attributes to respondents before the main research. The questionnaire, which was necessarily large and complex, was extensively piloted
Willingness-to-pay values, expressed in pence per trip, were measured for all 72 attributes, for each of three trip purposes (commute, business and leisure).
We supplied the results in a format that allowed them to be easily incorporated into TfL’s Business Case Development Manual, the tool widely used within the organisation to appraise investment proposals.
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