Author Archives | Lionel Ochs

Ethnographers creating a better bus riding experience for a diverse set of passengers

Screen Shot 2014-01-21 at 1.47.36 PM Lionel Ochs (@lionelochs) is Principal at Méthos, a Paris based research agency with a focus on strategy and product/service design for companies.

Editor’s Note: Along with many other ethnographic researchers, I’m always interested in hearing about field sites that are “out of the ordinary.” In the case of Lionel Ochs’s (@lionelochs) latest project at Méthos, his field site happened to be in motion, in the form of months of long-haul bus riding across Europe.

Méthos undertook Europe-wide ethnographic and design research to define the service guidelines for a high-quality holistic travel experience, which SNCF (French Rail) has implemented in the/its successful iDBUS (service). Lionel and his fellow researchers in collaboration with the innovation consultancy idsl set out to define what a better bus riding experience would consist of. As more and more riders are drawn to long distance buses globally, the shortcomings of present service offerings have never been more visible than today, and Méthos’ project has come at a time when it’s impact could be massive and far-reaching. Enjoy Lionel’s insightful observations, fascinating field note excerpts, and colorful “field experiences” (when was the last time your bus trip’s soundtrack was a chorus of inebriated Englishmen?)

For more posts from this EPIC edition curated by  editor Tricia Wang (who gave the opening keynoted talk at EPIC this year), follow this link.

CoachMe

Cars, trains and planes promise mobility, freedom and discovery, but traveling on them is becoming increasingly expensive. The decision to deregulate European long-distance travel prompted SNCF (French Rail) to aim for the lead in this market by providing high-quality European Coach travel services at affordable prices.

Méthos undertook Europe-wide ethnographic and design research to define the service guidelines for a high-quality holistic travel experience, which SNCF has implemented in the/its successful iDBUS (service). A collaboration with the innovation consultancy idsl presented as an artifact at the last Epic Conference in London.

ON THE ROAD

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Europeans look down their noses at long-distance bus travel. It is inexpensive and second-rate, and therefore tacitly intended for penniless students, immigrant workers and young professionals hoping to make it big in our European capitals. In many ways, therefore, long-distance bus travel is a parallel means of transport, frequented by populations that we do not see on trains or planes—even if higher fuel and train ticket prices are ushering in growing ranks from among other social classes, which the economic downturn is slowly reaching. Read More…

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