lessons learned from the winter cycling survey
TRANSCRIPT
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Lessons learned from the winter cycling survey
Martin Loidl
Department of Geoinformatics, Z_GIS
University of Salzburg
[email protected] | http://gicycle.wordpress.com
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Overview
Background Project context for winter cycling survey Information as part of cycling promotion strategies
Methodological/technical aspects, study design Aim Design & sampling Acquisition of respondents
Results
Lessons learned
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Project context
www.radlkarte.info Information as building block
of comprehensive, integrated bicycle promotion strategy
Information
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Winter cycling
Increasing number of cyclists during winter months Support existing cyclists & attract new cyclists
Infrastructure Maintenance Campaigning
Safety, comfort, fun, flexibility, health Information
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Project context
Information provision for winter cyclists Road maintenance (snow removal) priority map Live status road condition Live tracking maintenance vehicles Communication tool Weather push service Graphical elements in web portal
What’s the return of investment? What do cyclists actually need?
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Survey
Lesson learned (1)
Ask your prospective community! Their experience might be completely different from your reasoning.
http://theconversation.com/do-accountants-act-in-the-public-interest-not-always-4698
https://www.finanzamt.bayern.de/Bad-Neustadt/Images/Ueber_uns/Zustaendigkeiten/bad-
neustadt-beamte.gif
AdministrationAcademia
Community
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Aim of the Survey
Attitudes and requirements of (winter-) cyclists Role of information
Design Content
Evidence for future information services
„Pedal – Breath - Pedal“
Not another useless app!
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Study Design
Online questionnaire (survey monkey) Closed questions, partly multiple answers
36 obligatory questions + 1 remark question 4 sections
Demographic details General mobility habits Winter cycling and safety threats Information requirements
Note: number of questions and obligation to answer = potential limiting factor!
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Dissemination
Social media (Facebook, Twitter) E-Mail lists (university employees & students, Green
Campus newsletter, newsletter Land Salzburg) Print media Approx. 25,000 people reached
http://www.fertig-reisen.de/cms/upload/Fotolia_Bilder/sonstige/Pusteblume_2.jpg
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Dissemination
Lesson learned (2)
Social media as optimal channel to reach communities. Response in local newspaper and social media
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Survey
Resp
onde
nts
Com
plet
ed
Com
men
ts
February 17th – March 6th
1,165 respondents, 1,069 completed (92%) February 18th: 447 responses
731 (68%) respondents from city of Salzburg
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Survey
Lesson learned (3)
Community ready to share if topic is interesting and relevant to them.
Hardly any communication channel potential!
A
CP
A
Social Media
Academia
Planners
Administration
Cyclists
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Results
Primary mode of transport: bicycle (≠ modal split!) Results only representative for cyclists!
Lesson learned (4)
It‘s much easier to reach the affected community, than the general public (representative sample).
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Results
Seasonal shift in number of trips Those who cycle very much in summer, still cycle a lot in
winter months etc.
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Results
Relevance of weather and road conditions in mode decision
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Results
Relevant information content for winter cyclists
1) Road conditions2) Snow removal
3) Weather conditions
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Results
Preferred information channel
Lesson learned (5)
Investment only in online information provision – but be aware of age discrimination!
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Results
Relevance of information provision for mode choice and mobility habits
Lesson learned (6)Role of information potentially overestimated. Information offers can only be additional building blocks of winter cycling promotion strategy!
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Conclusion
Launching survey benefitial in several regards: Engage with affected community and relevant stake
holders „Research PR“ Relevant insights for current and future R & D work Lessons learned:
1) Ask your prospective community.2) Social media as optimal channel
to reach communities.3) Community ready to share if
topic is interesting and relevant to them.
4) It‘s much easier to reach the affected community, than the general public.
5) Investment only in online information provision
6) Role of information potentially overestimated.
@gicycle_
gicycle.wordpress.com
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