FINAL REPORT ON

A QUALITATIVE EXPLORATION OF

ATHENA

RIDESHARE SYSTEM

MAY 1996

Prepared by Pacific/West Communications Group, Inc.

for Caltrans

BACKGROUND

The ATHENA project is a field operational test of a system technology designed to provide riders with door-to-door service using private vehicles and drivers. The system is being designed and tested in the City of Ontario, with the primary focus on commuters living in Ontario and working at major employment sites located in the vicinity of the Ontario Airport.

Before testing the service in early 1997, system developers need a marketing and communications plan for introducing the system to potential users in Ontario.

RESEARCH OBJECTIVE

The objective of this research was to gain direct consumer feedback from the target market for the ATHENA product in order to understand how to best position the product to create maximum interest and participation in the field operational test.

To this end, this research specifically explored:

Overall reactions to the ATHENA concept,

Reactions to various marketing positionings for the product,

Reactions to various names for the product.

Results will be used in the design of the communications and marketing plan for the ATHENA field operational test.

METHODOLOGY

Two focus groups were conducted in Ontario on May 1. Groups participants were recruited from the Ontario area to meet the following specifications:

Men and women

Age 18 - 54

Work in the Ontario area

Nearly all focus group members were drive alone commuters, with one or two in each group being either regular or occasional carpoolers.

Both groups were moderated by a professional moderator on staff at Pacific/West Communications Group, Inc. Each focus group discussion was approximately 2 hours in length.

To expose consumers to the ATHENA concept, a brief written description of the system was passed out and read aloud. Positioning statements, consisting of 1-2 line ideas, were also passed out and discussed in detail. Lastly, a variety of name ideas were shown to respondents to gain consumer reactions. At no time during these discussions was this system referred to as "ATHENA." Copies of all materials shown to respondents, as well as a copy of the moderator's discussion guide, are appended to this report.

It should be noted that the original research design for this project called for two stages of qualitative research, each consisting of four focus groups. In addition, interviews with Employee Transportation Coordinators were also planned. However, the scope of research for this project was revised as it became clear that recruiting qualified respondents in the Ontario area was extremely difficult. Eventually, two groups of respondents were able to be recruited using the following techniques:

Distributing fliers at over 20 companies in the Ontario area,

Placing fliers on cars at work sites and shopping centers,

Intercepting and recruiting consumers at shopping centers and in parking lots.

Audio and video tapes of both groups are available and on file at Pacific/West.

CAVEAT

Please keep in mind that while focus group research is a rich source of qualitative information, it is not designed to be projectable to the larger population. Therefore, no statistical inferences should be drawn from these findings.

SUMMARY

In considering how best to market ATHENA, it is important to keep in mind that this product consists of two inseparable facets -- ridesharing and the ATHENA technology.

Potential users of this product, however, see this service as a whole, so that marketing ATHENA involves marketing the idea of ridesharing.

Much of these focus group findings, therefore, reflect commuters feelings and opinions about ridesharing in general, as well as the ATHENA system itself.

The ATHENA concept generates mixed reactions among commuters. First impressions are heavily influenced by safety concerns -- the idea of getting in car with someone you don't know. This response is not surprising and is consistent with commuter concerns regarding any type of ridesharing program.

There is a segment of consumers who are immediately intrigued by the technology aspect of this system.

However, given the proliferation of computers today, many commuters regard the technology aspect with skepticism, wondering if it would really work the way its supposed to.

Marketing positioning should involve the primary benefits of this product, which commuters perceive to be its flexibility and the opportunity for drivers to make money. These benefits are based on the ATHENA system itself, rather than ridesharing and therefore are highly leverageable.

Secondary benefits involve the benefits of ridesharing in general: social aspects, less stress, cutting down on smog and traffic.

SUMMARY (continued)

Marketers must consider how to address the drawbacks of this product, nearly all which are inherent its ridesharing aspect. Primary drawbacks are safety concerns (getting in a car with someone you don't know) and depending on others.

Secondary drawbacks are compatability with co-riders and inconvenience of not having a car (no errands, emergency needs).

More related to the ATHENA system are concerns that there could be too many stops along the route, making system users late for work.

In terms of marketing strategy, marketers may be able to address safety concerns by positioning this service as a way to strengthen the community by getting to know neighbors. This is a positioning idea that received mixed reactions from commuters, but definitely had appeal for some of the longer term residents of Ontario.

Commuters found several of the names they were shown to be descriptive and appealing, primarily:

L.I.F.T. (Local Individual Flexible Transportation)

The Ride Line

The Lift Line

Consideration should be given to developing names based on the products two main product-related strengths: its flexibility and making/saving money.

DETAILED FINDINGS

Reactions to the ATHENA Concept

Commuters in the focus groups read the following written description of the ATHENA system.

Using mobile communications equipment, this new system puts together pre-registered drivers and riders who share common itineraries.

Drivers drive their own cars, equipped with a small on-board computer that notifies a central clearinghouse of where they are going and what route they are taking when they turn it on. Up to a few minutes before they need to be picked up, riders telephone the central clearinghouse and register where they are and where they would like to go. Drivers are informed via their computer of potential riders along their route that they may pick up and are given directions to find them if needed. Riders receive status report messages on a special pager which lets them know when the driver will pick them up.

With this new system, riders can travel between two locations without advance planning or trying to fit into a pre-arranged schedule. Riders pay for the service and drivers receive a fee for every rider they carry. If there is no driver available to respond to a rider’s request, a commercial taxi is provided at no additional cost.

First Impressions

Commuters overall reactions to the ATHENA concept are mixed. Some reactions are those that occur in any discussion of ridesharing, whereas others are unique to the ATHENA system. While it is important to understand the difference between these reactions, it is also imperative to understand that marketing the product does involve marketing the idea of sharing a ride: the two aspects of the product are inseparable on a practical basis.

First reactions and initial impressions consist primarily of concerns about safety and whether the system would really work. There are some commuters who are intrigued by the high-tech nature of the idea, but the more common reaction to the high-tech hardware is skepticism that it would work the way it's supposed to.

Safety concerns regarding ATHENA are the familiar worries of commuters faced with idea of sharing a ride with someone they may not know.

"At first I was concerned about riding with a stranger or picking up an individual I do not know." (Female)

"What would be the safety factor, with regards to a passenger trusting the driver's ability to drive and the insurance factor?" (Male)

There is definitely a segment of commuters who find the high-tech nature of idea interesting. This is clearly an appeal that is unique to ATHENA.

"What an idea -- high tech commuting the 90's way." (Male)

"Interesting concept -- would be interested in trying it." (Female)

However, consumers have enough experience with computers to also be somewhat distrusting of their ability to always perform as claimed:

"A little bit too complicated -- messages will be crossed or missed." (Female)

"Required a lot of trust in the system. Is it dependable?" (Female)

Perceived Benefits of ATHENA

The primary positive aspects of ATHENA are unique to the system and would not be found in a discussion of ridesharing in general.

The flexibility

The flexibility of the system derives from the availability of so many drivers. If you "miss" a ride, there's always another one -- you don't have to worry about pre-planning or sticking to a set schedule.

"I can run late and still catch my connection." (Female)

Making money as the driver and/or overall money savings

The potential to earn money is very attractive to many consumers. What makes this idea especially appealing, is that you may not even have to go out of your way to collect the money. Whether a driver or a rider, the ATHENA concept is perceived by many as being economical because you either make money (as a driver) or can save money on gas (as a rider). Heightened awareness of gasoline prices was a recurring theme in these discussions, since gas prices had increased substantially the week of the groups.

"I like being paid for the service without going out of my way." (Female)

Other aspects of ATHENA that make it more attractive than commuters current method of commuting, in addition to those listed above, are factors that stem from the ridesharing nature of the system. Since most commuters do drive alone to work, many consider the social aspect of meeting and getting to know new people as an improvement over driving alone. As a rider in the system, ATHENA represents an improvement in terms of the benefits of riding in someone else's car: no worries about the car breaking down, the potential of riding in a nicer car than one's own, and not having to worry about parking.

Other positive aspects of the product include . . .

Cutting down on traffic and smog

Not having to drive (as the rider)

Working or sleeping during the ride (as the rider)

Perceived Drawbacks of ATHENA

The primary negative aspects of ATHENA, as revealed in commuters first impressions as summarized above, are mostly related to the ridesharing nature of the system. These concerns seem to overshadow negative impressions based on the ATHENA technology itself.

Safety

Safety is a primary concern for commuters. They wonder about how people are screened to be in the system, whether the drivers would be any good, and whether they might be riding in cars with criminals. Safety concerns also extend to questions about insurance and liability when carrying passengers.

Depending on others

As with any ridesharing, commuters are reluctant to give up control over their own schedules. Using ATHENA means depending on others to be on time, whether they are riders or drivers.

"If it were my only means of transportation I would hope that everyone that signs up would be responsible and dependable. I don’t like waiting for someone once you arrive at their home." (Female)

Of less importance are the negative aspects associated with the ATHENA technology. These are concerns that the equipment would fail and the potential difficulty of finding the riders en route, in spite of the directions provided by the on board computer.

Other aspects of ATHENA that make it less attractive than commuters current method of commuting, in addition to those listed above, are factors that mostly stem from the ridesharing nature of the system. Commuters worry that they won't be able to do errands on the way to or from work, they may not be compatible with their ride partners (music and smoking preferences were mentioned frequently), and in an emergency they might be without a car. More related to the ATHENA system, is the concern that there could be many stops on the way to work, potentially making both riders and driver late to work.

Commuters suggestions for improving the idea overwhelmingly concentrate on addressing the safety issue.

"I’d like it better if there was a screening process." (Female)

"If I learned more about the pre-registered people." (Female)

"If the drivers were required to take a driving test and some kind of background check." (Male)

"If I knew the drivers so I wouldn't have to ride with a stranger." (Female)

Driver vs. a Rider Preferences

The idea of being a driver in the ATHENA system seems to hold more appeal than being a rider, though having the flexibility to be both a driver and rider is even better.

The perceived advantages to being a driver are that you can make money, you are in control, and that you have your car in case you need it. The perceived disadvantages are the wear and tear on your car, being responsible for others, the difficulty of trying to watch your computer to find your riders, and the stress factor.

The perceived advantages to being a rider are that you can do other things while you ride (like relax, watch the scenery, etc.), the lack of responsibility for picking up others, not using your car (others at home can use it, less wear and tear), and less stress since you're not driving. The perceived disadvantages are posibly not being able to get home if it's very late, and the lack of having a car in an emergency.

Reactions to ATHENA Positioning Statements

Twenty six positioning statements were developed by Pacific/West, describing different reasons commuters might have for using the ATHENA system. Each statement was read and discussed in the groups. Reactions to these statements provide marketers with insights into what communication strategy is most likely to be relevant and appealing to commuters.

Positive Reactions

The following positioning statements elicited the most positive responses overall from the focus groups:

Money Related Positionings

“This new system allows commuters to earn extra money doing something they do anyway -- drive to work.”

“You won’t have to pay for your own gas when you join this new system - with the money you get from riders, it’s like getting free gas.”

“The cost of owning a car goes down when you become a driver for this new commuting system.”

All of the statements about making/saving money by being a driver in the system were appealing to commuters. The idea of making money by doing something you’re already doing was particularly appealing, since it doesn’t seem to involve much effort. Because gas prices had just gone up the week of these focus groups, commuters also responded enthusiastically to the idea of getting free gas. The more indirect idea about the cost of owning a car going down was slightly less appealing, probably because it did not provide a concrete example of how the money is made/saved.

This positioning may be important for ATHENA, since this is a benefit that regular carpooling can not offer.

Clean Environment

“Using this system for commuting will help clean up our environment by keeping more cars off the road, thus improving air quality.”

Commuters were nearly unanimous in their enthusiasm about keeping the air clean. This appeal may be particularly appropriate in the Ontario area, where smoggy days are emphatically demonstrated by the disappearing view of the nearby mountains. Air quality is a factor nearly always given positive lip service by commuters in most discussions about ride sharing, but it is rarely demonstrated to be a strong influence on their behavior. However, in the case of a product for the Ontario area, this factor may be more motivating than it would be in other areas.

On-Board Computer Map Function

“Better than a map, your on-board computer guides you turn by turn working as your own personal ‘direction finder.’”

Without knowing exactly how this function would work, commuters are intrigued by the idea of using a computer rather than an awkward folding map to figure out how to get where they want to go. Since no specific parameters were outlined regarding what the computer can actually do, commuters generally imagined that this would be useful on longer trips or in areas that they are not familiar with, and less useful in and around Ontario. While this aspect of ATHENA is unique to this product vs. regular carpooling, if the computer does not currently provide directions for a wider service area, this positioning idea should probably not be used at this time.

Flexibility Related Positionings

In one of the focus groups, there were strong positive reactions to the following two statements:

“No advance planning is needed with this new form of commuting -- no schedules to fit, no arrangements to make, no places to meet. It’s the easiest way to share a ride.”

“Unlike any other type of shared travel, this new commuting system always fits your schedule -- even if it’s different every day.”

These statements are important because they are unique to the ATHENA product and they reflect one of the aspects of this idea that commuters like the most -- flexibility.

Mixed Reactions

The following positioning statements received mixed reactions in the focus groups.

Social Related Positionings

“This system brings you closer to your neighbors and friends, giving you a chance to ride together, get to know each other and build a stronger community.”

“This new system of commuting offers you an opportunity to network with others, building your business and work-related contacts in a unique way.”

For a segment of commuters, the social aspects of sharing a ride are appealing. This is an appeal, however, that is not unique to the ATHENA system. However, there are aspects of these positionings that may be useful. The idea of building a stronger community may be an effective way to overcome the “stranger” fear that is pervasive in ride sharing. While Ontario is a growing area, many of the residents in the focus groups were reluctant to let go of the small-town, community feel that they have known.

Value Related Positionings

“This new system of the best commuting value today, offering convenient door to door service in comfortable, private cars at fares similar to public transport.”

“This commuting system is the sensible alternative to other types of shared travel, offering maximum convenience at a minimal price.”

“Get taxicab service without a taxicab price using this new system of commuting.”

“Get taxicab service for the price of a bus, using this new system of commuting.”

There is a segment of commuters that is always attracted to the idea of getting a good value. However, for many, this is not enough of a reason to try ATHENA. While the idea of getting a good price on taxicab-like service was appealing, taxis are not perceived as a particularly desirable form of transportation by commuters in Ontario. Cabs are disliked for various reasons, including the expense, wild driving by the cabby, dirty cars and the discomfort of being in a car with a stranger. When referring to the idea of taxicab service, commuters are much more comfortable with “door-to-door” service, since it is descriptive, without all the imagery associated with taxis.

Use of Personal Notebook Computer

“Participating drivers have unlimited use of one of today’s most advanced notebook sized personal computers.”

For a segment of commuters who are familiar with notebook sized computers, this is an appealing idea. However, many workers use computers at their job, have a computer at home and don’t see the benefit of having yet another computer. In order to have wider appeal, commuters would need to be educated about the advantages of having a notebook computer and what it can do.

Non-Transit, Non-Carpool

“This new system of commuting is the carpool for people who don’t like to carpool.”

“This new system of commuting is like no other publicly available transportation -- it’s transit for people who don’t use transit.”

Trying to appeal to commuters based on what this system isn’t has mixed results. While most group members were not transit users or carpoolers, they didn’t seem to have an active dislike for these types of travel. It’s something they simply don’t think about, so it has little leverage with them.

Negative Reactions

Very few commuters found the following positioning statements to be reasons they would use ATHENA.

Affinity Groups

“Whatever your interests or hobbies, you can ride with commuters who share them.”

Commuters are unsure how this works -- do you provide the ATHENA system with information on your hobbies when you register? While the idea sounds fun to some, it does not appear to be a strong motivating factor.

Having a Driver

“Using this new commuting system is like having a private taxi cab take you to work.”

“This new system of commuting is like having your own chauffeur-driven car.”

As mentioned earlier in this section, commuters perceptions of taxicabs are not very positive, so the idea of a cab taking you to work was not very appealing. While respondents in one group found the idea of a chauffeur relatively appealing, many commuters felt this was probably deceptive since they assumed more than one stop would be made on the way to work.

Reactions to ATHENA Names

Group participants were shown several different potential names for the ATHENA service. Commuters reacted most positively to:

L.I.F.T. (Local Individual Flexible Transportation)

The Lift Line

The Ride Line

These names were generally felt to be descriptive of the service and they sounded appealing.

In addition, the following names generated strong positive reaction in at least one of the focus groups:

P.A.L. (Personal Access Lifts)

Pick-Me-Up

The Ride Network

In addition to names including the words “ride” and “lift,” “trip” was a word included in one of the names. To most commuters, “trip” connotes a longer drive than a typical commute, whereas “ride” and “lift” both felt appropriate and descriptive of the service. “Lift” has a slightly more casual feel to it and given the perceived flexibility of the system, may be a better fit with the ATHENA service than names using the word “ride.”

L.I.F.T.

As originally presented, this name had two F’s (L.I.F.F.T.), with the second F standing for “fast.” Commuters feel that the second adjective is not needed and that “flexible” is the more important, appealing and descriptive factor.

The Lift Line/The Ride Line

Both of these names are appropriate and have several interpretations, all of which fit with the service. As mentioned earlier, both “ride” and “lift” are an appropriate descriptions. In addition “line” can mean telephone line that you call in on, computer lines, or drawing a line from home to work. In addition, “The Lift Line” brings to mind skiing for some, which for them is a generally positive association.

P.A.L

The appealing part of this name is the friendly acronym. However, some people associate “access lifts” with devices used to lift wheelchairs in and out of vehicles. For them, this name is not appropriate.

Pick-Me-Up

This name also has a friendly feeling to it, that is appealing for some. However, others find this name too cutesy, or reminiscent of a singles bar situation.

The Ride Network/The Commuter Network

The reference to “network” in this name is felt to be descriptive of the service, especially since it brings to mind computers. While “ride” is felt to be descriptive, commuters feel that using “commuter” limits the service, which does not fit with their perception of it.

EZ Rider

While this name generated smiles, it was felt to be inappropriate due to the motorcycle imagery that it brings to mind.

TripLink/RideLink

As discussed earlier, “trip” connotes too long a drive and so doesn’t feel like a fit with the service. The word “link” was not felt to be descriptive or appealing.

The Buddy System

This names reminds people of swimming buddies and communicates that this is a service that puts you together with only one other person. For these reasons, it is not perceived as appropriate or descriptive.

Personal Taxi

Given commuters associations with taxis, this name was generally not appealing.

Zip Drive

This name did not feel appropriate since speed was not perceived to be a major benefit of the ATHENA service.

Additional names suggested by group members were:

Commute Your Way

Computer Commuting

Friends Helping Friends

Going My Way

Good Neighbors

Neighbors On Board

Point To Point

Rideshare Program

Sit Back & Relax

Thumbs Up

Way To Go

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