Using Inquisium to improve the Los Angeles transportation experience.
unique crosstabs created
years using Inquisium
Balancing High Stakes in a New LA Metro Experience
In 2017, the LA Metro planned a redesign for their agency transportation services. Principal Transportation Planner Matthew Kridler and his team knew they needed a software solution to capture feedback from their community. Past experiences with limited survey solutions either stopped short in functionality or only provided basic data with few actionable takeaways.
The creation of LA Metro’s agency-wide Strategic Plan, “Metro Vision 2028,” relied heavily on survey data in order to capture a representative sample of LA County’s input. Knowing that the stakes were high for both riders and non-riders alike meant the Strategic Plan update needed to account for as many points of feedback from constituents as possible. “We needed to get down to what the deal breakers were for our riders,” explains Matthew. “The risk of missing a transfer could cause them to lose their job and that’s not something they’re willing to put to chance. We wanted to figure out what’s the thing that will make or break whether they choose to ride our system.”
Ensuring Quality Responses with Inquisium
The team sourced a new solution and found Cvent’s Inquisium survey solution to be the clear frontrunner. Applying Inquisium as a key component in developing their overarching Strategic Plan would help create a streamlined process to assess the agency’s future goals for LA County. The team needed robust survey capabilities to gather feedback from both riders and non-riders. Previous efforts with tools like Survey Monkey were not customizable to the extent that was needed. “We were previously really limited to basic skip logic,” notes Matthew. “You have to plan every page in every section exactly, and even then some things still aren’t possible.” Inquisium offered more options to achieve the complex visibility logic needed in order to create a single, useable survey for all respondents.
Matthew adds, “We needed something pretty complex and user friendly. In 2014, I had first heard about Cvent through a demo. We had looked into a few different software options and we definitely liked what Cvent had to offer.” To execute the initial survey, he worked with Cvent to create eight different user segments for all personas and use cases. For example, a user could be a bus rider, a rail rider, or both. Working with Cvent, Matthew’s team created the needed crosstabs. His Cvent support team was even able to create a unique use case to expand the number of tabs to eight in order to account for all user personas.
Matthew also wanted a modern user experience in order to ensure a high response rate. “You can say you can do something, but if the user experience or the interface is not good, it doesn’t really matter,” he says. The survey design process was enhanced by the knowledge and experience of his Cvent team. Matthew explains, “Every time we asked a question, the answer was ‘yes, you can do that and I can show you exactly how to do it.’ It’s a reasonably easy process to do, and there was no other firm in the field that even came close to being able to do that.”