Strategic rollout decisions
Evidence used to guide decisions on how Welcome Points should be expanded and scaled
Our Work
Welcome point trial evaluation at train stations
Our client partnered with us to evaluate the effectiveness of Welcome Points introduced at train stations to improve customer experience, confidence and access to information; particularly for disabled passengers and those with lower travel confidence.
Through large-scale , in-context research across England, we helped uncover how passengers interacted with the service and identified opportunities to strengthen accessibility support at scale.
Sector:
Transport & Public Services
Market:
UK
Expertise:
Customer Experience, Accessibility Research, Service Evaluation
The Challenge
The client needed to understand whether Welcome Points were successfully improving accessibility and passenger confidence within station environment.
The evaluation needed to capture both functional usability and the lived experience of disabled passengers, while also identifying how the service could evolve to better support less confident travellers.
Our approach
We delivered a large-scale mixed-method research programme across rural and urban stations throughout England.
Our work included:
- Accompanied journeys and in-depth qualitative interviews with disabled passengers
- In-station qualitative interviews with frontline staff
- Large-scale face-to-face quantitative research across 37 stations
- Benchmark wave surveys with more than 2,000 passengers and 1,700 rural station interviews
By combining behavioural observation with robust quantitative evidence, we created a detailed picture of how passengers sought reassurance, information and assistance during travel.
The Results
Enhanced staff support
Research identified opportunities for more consistent frontline assistance and training
Deeper passenger understanding
Greater visibility into how disabled and less confident travellers navigate station environments
The bold decision
To bring stakeholder impact and usability findings to life, we developed a series of passenger case studies using photography and verbatim storytelling.
These real-world narratives demonstrated how Welcome Points helped disabled passengers overcome travel barriers; making the passenger experience tangible and strengthening support for continued accessibility investment.
From Incremental Innovation to Category Leadership
A major beauty brand needed to find real whitespace in a crowded UK haircare market, and build a proposition that would genuinely resonate.
Through end-to-end NPD support, we combined deep consumer insight with iterative development to shape a distinctive, credible offer. We reframed the role of “naturality” and simplified the portfolio to strengthen in-market impact.
The result: market leadership, sustained franchise growth, and a platform for long-term innovation.