Summary
seeking a qualified consultant to conduct a comprehensive Market Segmentation and Demographic Study for the Wheels Tri‑Valley service area. The project will update baseline market data through statistically valid, multi‑lingual surveys of riders and non‑riders and may include optional focus groups to identify current and potential transit markets. The consultant will analyze demographic, psychographic, behavioral, and geographic characteristics to develop rider personas, assess travel patterns and attitudes, and identify opportunities for ridership growth across fixed‑route, express, commuter, and paratransit services. Deliverables will include survey instruments, raw data, market segmentation analysis, personas, and a final report to support data‑driven planning and marketing strategies.