Goals for public transit agencies and new public transport infrastructure projects include attracting new riders and retaining existing system users. An understanding of the public transport market and its preferences, habits, and attitudes can help public transit agencies reach these goals by shedding light on how to increase customer satisfaction. To understand potential users of one of Montreal’s most recent major transport projects, the Réseau express métropolitain (REM), we conducted a survey in Fall 2019 while the light-rail system was under construction. Drawing on vetted transport market-segmentation frameworks, this study employs an exploratory factor analysis to reveal factors that affect respondents’ propensity to use the REM. A k-means cluster test is applied to the factors to articulate market segments. The analysis returned four clusters that form a clear spectrum of least likely to most likely REM users: car-friendly non-users, urban core potential users, transit-friendly users, and leisure and airport users. Positive opinion, proximity, and desire to use the REM for leisure or non-work trips are three key characteristics of likely users. There is a visible relationship between clusters who are likely to use the REM and clusters who agree that the REM will benefit their neighborhood. Improving people’s perception of the potential benefit of the REM to their neighborhood, better accommodating leisure use, emphasizing and communicating appealing destinations, and highlighting transit connections are four core ways that planners could work to potentially increase the number of people who are likely to use the REM.

公共交通机构和新公共交通基础设施项目的目标包括吸引新乘客和留住现有系统用户。了解公共交通市场及其偏好、习惯和态度可以帮助公共交通机构通过阐明如何提高客户满意度来实现这些目标。为了了解蒙特利尔最近的主要交通项目之一的潜在用户，即大都会 Réseau express (REM)，我们在 2019 年秋季轻轨系统正在建设期间进行了一项调查。本研究利用经过审查的运输市场细分框架，采用探索性因素分析来揭示影响受访者使用 REM 倾向的因素。一个ķ-means 聚类检验适用于阐明细分市场的因素。分析返回了四个集群，它们形成了最可能的 REM 用户最不可能的明确频谱：汽车友好的非用户、城市核心潜在用户、交通友好的用户以及休闲和机场用户。. 正面评价、接近度和希望在休闲或非工作旅行中使用 REM 是可能用户的三个关键特征。可能使用 REM 的集群与同意 REM 将使他们的社区受益的集群之间存在明显的关系。提高人们对 REM 对其社区的潜在利益的看法、更好地适应休闲用途、强调和传达有吸引力的目的地以及突出交通连接是规划者可以努力增加可能使用该项目的人数的四种核心方式快速眼动。