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

Using techniques from market research to understand the reasons people do or don’t cycle Jamie O’Hare – j.d.w.o’hare@ncl.ac.uk Drs. Neil Thorpe and Anil Namdeo, Prof. Margaret Bell 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 of 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

Stairs & Change Clothes Maintenance & Strong Wind Safety in Icy Weather Importance – R 2 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