The agreement, which will run for an initial three years, will see Mustard provide consultancy services for the train company, as well as allowing thousands of residents in the West Midlands to discuss key transport issues through the ‘All Traveller’ online community.

The online community will provide insights into public views on TfWM’s development plans and strategies, as well as people’s transport needs, behaviours, attitudes and opinions.

Anthony Shephard-Williams, head of online qualitative research at Mustard, said: “The Mustard team are buzzing about what is going to be a fun experience for all involved but, most importantly, one which will ultimately deliver greater levels of engagement and deeper insights, that make a tangible, significant and lasting difference across the whole West Midlands region, and hopefully beyond.”

Sarah Bayliss, human intelligence manager at TfWM, said: “We believe that working with Mustard to develop our All Traveller community will provide a more rounded representation of travellers’ behaviour now and in the future.”