Maryland Transportation Authority
STATE GOVERNMENT
The Challenge
In 2018, the Maryland Transportation Authority (MDTA) was constructing a new payment method website and mobile app for electronic tolling. It sought public input for the naming conventions, URLs, brand themes, and corresponding brand logo. MDTA was also introducing a new payment method for consumers to accompany E-ZPass®.
Services
Under a subcontract with Transcore, MDTA engaged A-G Associates to gain knowledge on the perceptions, attitudes, preferences, and understanding of existing and new payment options for using MDTA toll facilities.
Impact
A-G conducted focus groups followed by surveys of Maryland toll facility users to serve the state’s needs for actionable feedback regarding MDTA toll payment branding and toll facility user payment preferences. A-G’s research-tested six categories of brand elements with mixed-method testing of each to understand public perceptions, attitudes, and preferences. Our findings included the following:
- Comparison of public perception between brand naming conventions and URL options, emphasizing how well each name communicated the new website’s intended purpose
- Understanding of customers’ online behavior, usage, and familiarity with the Maryland tolling website and reactions to mobile app
- Identification of the preferred logo for MDTA
- Assessment of public preferences and the degree of understanding of the characteristics associated with toll payment methods
Today, MDTA continues to work with A-G Associates under a 10-year contract for service improvement.
