Preferred citation style

Axhausen, K.W., A. Erath (2017) Between abstraction and hyperrealism: Is there a right point?, presentation at the TRB ABJ40 Workshop ‘Use of visualization in Stated Preference Surveys’, Washington, January 2017

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Between abstraction and hyperrealism: Is there a right point?

A Erath KW Axhausen

ERVECO IVTBasel ETH

Zürich

January 2017

Acknowledgements

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• Designers of the graphics, too many to name

• Michael van Eggermond

Motivation

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How often and when do people decide only ‘rationally’?

Goal Framing Theory (Lindenberg & Steg, 2007)What is needed? • Normative Frame• Rational Frame• Hedonistic Frame

How are choice in transport being made?

Lindenberg,  S.,  und  L.  Steg.  Normative,  Gain  and  Hedonic  Goal  Frames  Guiding  Environmental  Behavior.Journal of  Social  Issues,  Vol.  63,  No.  1,  2007,  pp.  117–137.

Basic trade-offs

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Basic trade-offs between abstraction and realism

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• Goal: Realistic ‘image’ of the choice for a ‘true’ response

• What is needed? • A vivid memory/reference situation• Vivid cues to position the respondent in the hypothetical

market• No emotional, social or environmental distractions, unless

they are part of the hypothetical market/experiment• Avoid the ‘uncanny valley’

IVT and earlier examples

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No words: 32 experiment

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Sour

ce: L

eutz

bach

, Buc

k an

d Ax

haus

en, 1

987

Pictures and words

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Sour

ce: T

hele

rand

Axh

ause

n, 2

013

Words and symbols

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Sour

ce: J

äggi

and

Axha

usen

, 201

2

Recent work in Singapore and Switzerland

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Picture, words, symbols and web-based

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Some examples of our ( 2 * 4 + 2 * 2 ) * 3 design

3  out  of  4  design  variations  of  a  street  

More  dimensions

Results of choice model

14

Parameters Value Sign.(>95%)Walking8time8(through8park,8cloudy)8[min]8 B0.019 *

along8major8road +59% *along8minor8road +47% *cover B18% *

when8rainy B75% *when8sunny B51% *

through8block/underpass B16% *when8rainy B66% *

with8greenery B23% *with8active8frontage B18% *

Crossing82Blane8road B0.015 *Crossing84Blane8road B0.094 *Overpass B0.082 *Overpass8with8lift B0.043 *Trafficlight B0.016 *

n8=82451,8ρ28=80.131

Interpretation of web-survey results

15

10.0  min

14.7  min

15.3min

8.4min

Reference  case

reference

Interpretation of web-survey results

16

7.7min

6.8  

min

6.6

min

Add  cover:  -­33%  perceived  walking  time

6.2  min

Even more dimensions

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1_2_1_3_1_2_1.jpg

Foto:  Veera  Helle

Land  use:  mixed  used

Density:  medium

Road  type:  Main  road

Urban  design:  above  average

Street  design:  above  average

Walkways:  width  above  average,  good  surface,  

Separator  to  road:  not  available

Cycling  lane:  not  available

Stated ranking

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Parametric design

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Two-­way  cycle  lane  on  road Two-­way  cycle  lane  on  sidewalk

Cycling  on  sidewalk Cycling  on  road

From Place Pulse to Bike Pulse

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The next step: Virtual Reality

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Watch  it  in  360  degrees!  www.tiny.cc/bikesimulator

Preliminary results

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New  design

Current

59%  Yes

11%

Would  consider  cycling?

With  10  year  old

93%  Yes

74%  Yes

Would  consider  cycling

With  10  year  old

Qualitative findings

Get a free sample!

The medium is the message• People try to steer and

brake• People try to make eye

contact with pedestrians

Different expectations• Planners find it

impressive.• Gamers find it simplistic

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Research agenda

• Video-based SPs• Dynamic elements• Sound

• Virtual Reality• Emerging technology• Different type of survey methods required• Which level of immersion for which research question?

• Key research questions• Which elements do respondents notice?• How does the visualisation technology influence the results?

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