Innovate Oxfordshire's role in enhancing Oxfordshire's public transport

Oxfordshire County Council aims to improve its public transport services through the Bus Service Improvement Plan (BSIP). This project, which focused on journey planning to work, aimed to understand how people travel to work in Bicester and Banbury and find ways to encourage more eco-friendly commuting options. The challenge was to create a more efficient, reliable, and user-friendly bus network to:

• promote greater use of public transport
• reduce traffic congestion
• lower emissions

The council faced several hurdles, including:

• integrating new technology
• ensuring accessibility
• managing stakeholder expectations

Oxfordshire County Council initially commissioned us to create a specification document for journey planning research. A third-party consultant would use this document to engage with employers in Bicester and Banbury. They would develop and implement an online survey to understand employee travel patterns, behaviours, and motivations.

• As the project progressed, the role expanded to provide end-to-end support, including:
• project management
• development of a data protection impact assessment (DPIA) to ensure GDPR compliance
• providing legal assistance to navigate regulatory requirements

In addition to the design of the research survey, we took an advisory role in analysis and key insights, including post-survey data analytics. We worked closely with the BSIP project team to interpret the data and provide actionable recommendations regarding barriers and intervention opportunities. We identified:

• peak travel times
• understood commuter behaviours
• suggested route optimisations

Follow-up analysis was also requested on the raw data leveraging our skills and experience, such as: 

• GIS mapping of origin and destination data
• identifying areas of demand
• bus route and alternative modes availability
• duration queries against self-reported survey responses

Tangible outputs of this insourcing approach include:

• detailed data analysis
• a comprehensive report, and sub-reports to employers
• a set of recommendations for interventions
• a strategic roadmap for future improvements

The county council is now reviewing these recommendations. Additionally, the project fostered a culture of innovation within the council, encouraging further initiatives to enhance public transport. The success of this project serves as a model for other regions looking to improve their public transport systems through insourcing and collaboration with expert partners.