City of Toronto Taxi and Uber Consultation Qualitative ...

1 1

? 2015 Ipsos.

ATTACHMENT 2

City of Toronto

Taxi and Uber Consultation Qualitative Research

? 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Table of Contents

02 Background and Objectives 03 Methodology 04 Note on Reporting

06 Findings: Taxi, Limo and Uber Users 22 Findings: Taxi, Limo and Uber Drivers

2

? 2015 Ipsos.

Background and Objectives

? City Council has directed the Executive Director of Municipal Licensing and Standards, to review the operations of Uber and technologies like it, including the interests of the public in the technologies and their impacts on the current taxicab industry. The following items are to be investigated:

? What by-law changes are necessary to bring new and emerging technologies into regulation as part of the City's for-hire ground transportation industry;

? How the City can ensure public safety and consumer protection are maintained;

? How the City can ensure a level playing field is established and maintained with respect to commercial insurance, driver training, equality of fares and other licensing issues; and

? Ensure the recommended changes are reviewed at least every five years, or when deemed necessary before that time.

? As part of this review, Ipsos was commissioned to conduct research in order to garner the attitudes, behaviour and feedback of residents of the City. Two phases of research were conducted ? one qualitative and one quantitative.

3

? 2015 Ipsos.

Methodology: Qualitative

? A mix of focus groups and in-depth interviews were conducted for the qualitative phase in order to effectively consult with the various stakeholders in this issue. The following outlines the qualitative methodology:

Segment

General population Taxi and limousine users Uber users Accessible taxi users Taxi drivers Limousine drivers Uber drivers

Approach

Focus group of 8-10 participants Focus group of 8-10 participants Focus group of 8-10 participants 6-8 in-depth interviews 6-8 in-depth interviews 6-8 in-depth interviews 6-8 in-depth interviews

Details

Must be aware of Uber

Must use taxi or limousine at least once a week Must use UberX, XL or Select at least once a week Must take an accessible taxi at least once a month

Recruited via City supplied sample list

Recruited via City supplied sample list

4

? 2015 Ipsos.

Note on Reporting

? Insights detailed in this report apply to all segments unless otherwise noted.

5

? 2015 Ipsos.

Taxi, Limousine and Uber

USERS

6

? 2015 Ipsos.

7

? 2015 Ipsos.

TRANSPORTATION PERCEPTIONS BEHAVIOUR

Top of Mind Issues Facing the City of Toronto

Transportation was top of mind as the main issue facing the city of Toronto. Frustration with traffic, congestion, constant construction, lack of parking, and poor condition of roads all

rose to the forefront. Furthermore, dissatisfaction with the TTC was top of mind, specifically lack of service reliability, lack of connectivity/service integration, and high cost.

8

? 2015 Ipsos.

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download