This report presents a methodology for determining community desires and attitudes concerning transportation mode selection and design, with an emphasis on improving and marketing public transportation modes. Empirical data is presented and analyzed for the Austin, Texas area, drawn from 293 respondents representing the general adult community and its leadership. Findings are shown for the key attributes of transportation modes chosen for commuter trips, as well as shopping trips, as seen by potential converts to public transportation. Market profiles are drawn for these "target groups," and marketing strategies are suggested relating the modal features to be stressed, demographic groups appealed to, promotional messages, appropriate communication media, and methods of financing public transportation.