Case Study: London Underground achieves high response rates and significant cost savings with Opinionmeter

London Underground - Customer Case Study

London Underground, carrying over three million passenger journeys a day across some 253 owned (275 served) stations and more than 12,000 staff, needed to comply with the Department for Transport’s Secure Station Scheme by conducting regular customer surveys. Previously reliant on face‑to‑face interviewers, the operator found that interviewer throughput made the approach prohibitively expensive and impractical for the required coverage.

The solution was a customised Opinionmeter survey unit mounted on existing train‑side customer information whiteboards, meeting London Underground’s health and safety requirements while allowing rapid, flexible deployment at any station. The approach generated high response rates (around 700 responses per fortnight), provided data across all service hours, and cut survey costs dramatically to as little as 30p per response.

London Underground