cycle Jamie OHare j.d.w.ohare@ncl.ac.uk Drs. Neil Thorpe and Anil - - PowerPoint PPT Presentation

Jamie O’Hare – j.d.w.o’hare@ncl.ac.uk

• Drs. Neil Thorpe and Anil Namdeo, Prof. Margaret Bell

Using techniques from market research to understand the reasons people do or don’t cycle

Cycling and Society September 2015

Project aims

• Explore the influence of the social and physical

environment on the intention to cycle

• Use statistical techniques to compare views of

different groups

• Help inform priorities for targeted investment

Intro Methods Pilot Current Work IITB

Inspiration from Market Research

• Looking to expand ‘customer base’
• Need to understand user needs
• Need to translate findings for implementation

Intro Methods Pilot Current Work IITB

Structural Equation Modelling

• Becoming more popular in cycling research
• Can apply conceptual models such as Theory
• f Planned Behaviour (Lois, 2015)
• Fernandez-Heredia (2014) built model around

habit, convenience, pro-bike attitudes and external restrictions

Intro Methods Pilot Current Work IITB

Structural Equation Modelling

• Previous studies have looked at limited

populations

• Working with access panel to reach both

cyclists and non-cyclists in the UK

• PLS-MGA provides non-parametric method for

comparison of groups (Henseler, 2012)

Intro Methods Pilot Current Work IITB

Pilot

• Focus groups
• Thematic analysis
• Range of cycling levels
• Questionnaire
• Tested two analysis methods
• Chose structural equation modelling
• October/November 2014
• Regular commuter cyclists

Intro Methods Pilot Current Work IITB

Maintenance & Strong Wind Stairs & Change Clothes Safety in Icy Weather Importance – R2 Value

Pilot analysis

• Small sample sized limited scope of analysis

but…

• Most factors followed expected patterns for

regular commuters

• High importance of gritting in icy weather

emphasised potential seasonal effect

Intro Methods Pilot Current Work IITB

Current and future work

• Data collection
• Two seasonal waves
• One now one Feb 2016
• Analysis
• Segmentation
• Exploratory analysis

Intro Methods Pilot Current Work IITB

Intro Methods Pilot Current Work IITB

Main Gate

Common barriers

• City built around motorised transport
• Lack of segregated infrastructure
• Lack of respect from drivers
• Successful people drive cars

Intro Methods Pilot Current Work IITB

Thank you for listening

References

Lois, D., Moriano, J.A. and Rondinella, G. (2015) 'Cycle commuting intention: A model based on theory of planned behaviour and social identity', Transportation Research Part F: Traffic Psychology and Behaviour, 32, pp. 101-113. Fernández-Heredia, Á., Monzón, A. and Jara-Díaz, S. (2014) 'Understanding cyclists’ perceptions, keys for a successful bicycle promotion', Transportation Research Part A: Policy and Practice, 63, pp. 1-11. Henseler, J. (2012) 'PLS-MGA: A Non-Parametric Approach to Partial Least Squares-based Multi-Group Analysis', Studies in Classification, Data Analysis, and Knowledge Organization, pp. 495-501.

Intro Methods Pilot Current Work IITB