Applying Participant Observation to Guide Investment Decisions

Client / Company: Healthcare Company
Industry: Healthcare
Research Method: Ethnographic Research

Objectives and Methodology

A Private Corporation needed more information to guide its investment decision in reviving the Pasig River Ferry Operations as a means of alleviating Metro Manila traffic. Curiosity conducted a high-level scan by reviewing existing white papers, feasibility studies, foreign case studies and news articles on the Pasig Ferry Revival, interviewing with Stakeholders (MMDA official), and taking several days’ Immersion using the Pasig River Ferry.

 

The Pasig River Ferry

The current Pasig River Ferry operations is the fourth incarnation. Three private companies attempted to run the ferry from 1990 to 2011, with each attempt lasting a few years. The current service has been operational from 2014 to present and is run by the MMDA with the eleven stations owned by the PRRC. Current capacity is estimated at 1,000 passengers/day but ridership is estimated at 300-350/day only.

 

Factors affecting low ridership

Several factors were identified affecting low ridership. The quality of the open-air boats used gave the impression of being “slow” and “unsafe” as well as being uncomfortable during rainy or humid months. There was low public awareness of the ferry schedule with long waiting hours occurring at the ferry station. The lack of connectivity to and the appearance of the ferry stations themselves were also deterrents. Lastly, the Pasig River itself posed challenges: strong currents, unpleasant smells, and trash in and along the river added to the discomfort of passengers.

 

Conclusions

Participating in the rehabilitation of the Pasig River Ferry operations entails major investments: the purchase of new boats to augment and replace the existing fleet, the upgrade of existing stations to accommodate simultaneous docking of more than one boat, the relocating some stations and building new ones to address connectivity and safety issues, a complete overhaul of operating procedures, and hiring and training ferry crew and station staff. However, the key determinants to Pasig Ferry’s success are beyond operator’s control: cleanliness, beautification and continuous rehabilitation of Pasig River and its tributaries.