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Stagecoach

Stakeholder Research

Understanding the perceptions of key stakeholders to measure reputation and understand policy developments in a post-Covid-19 environment.

The Challenge

Stagecoach wanted to understand its reputation among key stakeholders, and explore attitudes towards transport policy issues, to inform the organisation’s strategy at a time of change.

As a public transport operator, Stagecoach works in close partnership with a wide range of organisations, including local and national governments. Accordingly, it is crucial for them to understand these audiences, to maintain their ability to work effectively in partnership with them.

Our approach

Savanta has conducted stakeholder research for Stagecoach since 2019. Each wave we have varied our methodology to meet the project objectives as these developed over time. Most recently, Savanta conducted an online survey and in-depth telephone interviews with stakeholders from local and combined authorities, transport bodies, and government.

The online survey and discussion guide were tailored to understand overall impressions of Stagecoach, views on performance – with special focus on COVID-19, sustainability and Stagecoach’s communication.

The outcome

Each wave, Savanta has delivered clear feedback on stakeholders’ perceptions of Stagecoach, and how Stagecoach can position itself to maintain and improve its positive reputation.

This has shaped the organisation’s strategy and communications with key stakeholders, particularly as the industry moves forward with post-COVID-19 models.

It’s a pleasure to work with the Savanta team on our annual stakeholder research. They are incredibly responsive, thorough and professional. This high-quality piece of research enables us to track perceptions amongst stakeholders and develop our annual action plan which can target the improvements needed. Savanta present their findings in an easy-to-understand and very clear way which really helps in digesting some of the complex information.

Emma Knight, Group Head of Media & Public Affairs for Stagecoach

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