Microtransit is a new, technology-enabled, on-demand transportation mode in which small shuttles provide shared rides through flexible routing and scheduling in response to customers’ requests for rides. It can potentially offer greater efficiency and more equitable service than ride-hailing services, and it may fill gaps in traditional transit services. Thus far, the early shape of the microtransit customer market remains unclear. Specifically, why some people are interested in microtransit while others are not remains an open question. For people who have never used it, what factors could work as facilitators or barriers in their willingness to adopt microtransit? Who are early adopters of microtransit? Aiming to fill this gap, in 2021, researchers at the University of California, Davis conducted focus groups and an online survey of SmaRT Ride adopters and users of other means of transportation in the Sacramento area.