This report provides another tool for agencies to use in planning services by offering a method to show which parts of Houston METRO’s service area may have latent or untapped ridership. By analyzing the existing demographic, land use and transit service characteristics of transit lines, this report identifies areas where opportunities to increase ridership may exist. Underperforming areas are defined as the neighborhoods where existing ridership is lower than statistically expected ridership of a given area based on key characteristics. The goal of this work is to augment, not replace, the planning practices of METRO or other agencies. This approach identifies neighborhoods that might be well served by future service and also points to some small-scale interventions that might create greater ridership in areas already served. It is essential that local agencies apply their on-the-ground knowledge of their systems—the intricacies of specific routes and peculiarities of ridership patterns—in future applications. This work does not take into account questions of funding, a topic that would shape responses to the findings.