Study of customer behaviour in South East Queensland regarding Mobility as a Service

Mobility as a Service (MaaS) is envisioned as a single platform to provide travellers with access to a broad range of transport options, payment services, and trip information, recommendations, and incentives. Through this project, we are seeking to gain a better understanding of customers’ preferences and attitudes towards MaaS in Queensland.

The project evaluated the critical attributes of MaaS that are likely to be important for customers, and how they affect travel choice behaviour. Similarly, the attributes of MaaS that are important for customers are not well defined, and nor are the resulting impacts on their travel choices. The project assessed the likely behaviour, including psychological aspects, of different population groups regarding MaaS, looking to estimate customers’ likely response behaviour to various MaaS alternatives, information strategies, and incentives.

The research findings can be used to generate various policy and design decisions to maximise the benefits of MaaS, and to answer key implementation questions such as charging rates for various services.