Metro expands research tools: rider/non‑rider surveys, Locus mobility data, State of the Customer dashboard and Real Hub

King County Metro described its research and evaluation program to the Regional Transit Committee on March 19, explaining how the agency combines customer surveys, onboard observations and third‑party mobility data to inform planning and measure performance.

Chris O’Claire, director of Metro’s Mobility Division, said Metro has one of the region’s most extensive rider and non‑rider data collections. ‘‘We actually have 1 of the most robust rider, non rider data collection systems in the country or even in the world,’’ he said. Anne Gienapp, Metro’s research program lead, provided the presentation’s technical details.

Key research components

- Rider / non‑rider household survey: Metro conducts a countywide address‑based survey twice a year that yields roughly 2,000 responses per wave. The survey captures travel behavior, transit use and demographic information; waves include rotating supplemental questions (fares, trip planning, transfers).

- Onboard survey and observations: In October (most recent wave cited), Metro completed an onboard survey of about 1,700 riders covering 27 routes that represent ~60% of system ridership. The onboard work included passive observations of boarding and fare payment behaviors to inform fare inspection planning and to build a ridership baseline. Metro reported onboard respondents were generally younger, more racially and ethnically diverse and lower income compared with the county population.

- Panel research and qualitative work: Metro ran a recruited research panel in 2023–24 (about 200 participants) and completed nine studies. Staff said the annual panel will be discontinued in 2025 for resource reasons; Metro will continue qualitative research using opt‑in lists and targeted recruitments.

- Locus and mobility data: Metro uses a third‑party tool called Locus that merges ORCA taps, passenger counts and geolocation data to map origins/destinations and travel times. Metro said Locus is used for network planning and that the agency is exploring shared access agreements with PSRC, Sound Transit and local jurisdictions.

- Products and tools: Metro highlighted two internal tools: the State of the Customer dashboard (combines performance and customer perception data on cleanliness, safety and reliability) and the Real Hub portal (an internal repository of research summaries and resources available to staff with King County email addresses).

Why it matters: Metro staff said integrated research helps align investments with rider needs, assess outcomes and improve service planning. Committee members asked how conflicting data sources are reconciled; staff said methodology differences trigger further investigation and often qualitative follow‑up to ‘‘peel back the onion’’ on discrepancies.

Regional collaboration and data standards

Metro said it has worked with regional partners in 2024 to standardize demographic and travel behavior questions so agencies can compare survey results. Metro said it is exploring co‑investment and shared access to tools such as Locus to reduce duplication.

Ending note

Staff asked jurisdictions and committee members to help promote the semiannual rider/non‑rider survey when postcards are mailed; Metro said responses help produce representative, actionable data that feed service and budget decisions.