Forum - Going underground: how ethnography helped the Tube tunnel to the heart of its brand

Ian Pring

This paper describes an ethnographic study of customers' experiences of travelling on the London Underground.
  

Forum – Going underground: how ethnography helped the Tube tunnel to the heart of its brand

Ian PringLondon Underground

INTRODUCTION

A subterranean railway under London was awfully suggestive of dark, noisome tunnels, buried many fathoms deep beyond the reach of light or life; passages inhabited by rats, soaked with sewer drippings, and poisoned by the escape of gas mains. It seemed an insult to common sense to suppose that people who could travel as cheaply to the city on the outside of a Paddington bus would even prefer, as a merely quicker medium, to be driven amid...

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