Over the last three decades, urban transport has become the most important area of municipal activity. The services of this transport determine the quality of life in cities and the efficiency of economic processes. The specific features of public urban transport mean that the results of marketing research on this transport enable the implementation of strategic goals (sustainable mobility goals) and verification of the advisability of specific decisions made by politicians. From a wide range of conducted marketing research on urban transport services in the Gdańsk agglomeration, the article presents the results of research on transport behaviour and preferences regarding: the share of urban transport services in meeting mobility needs, changes in the transport behaviour of the inhabitants of the agglomeration during the pandemic and changes in the transport behaviour of students after they were entitled to free travel. The aim of the article is to demonstrate that marketing research is an effective tool in shaping the attributes of urban public transport services, including the verification of political decisions in this area.