STIMULUS - Segmentation for Transport in Markets Using Latent User Psychological Structures
Overview
Background & policy context:
When promoting and designing a transport project, industry and authorities
at every level (from local to European) need to gain acceptance from
different groups of citizens affected by the project. Conventional
segmentations of these stakeholders, often taken from statistical
databanks, are usually not effective in behavioural terms - in other
words, they do not adequately reflect attitudes and motivations in favour
or against a particular decision. Yet it is vital to understand acceptance
issues across different types of users (pedestrians, cyclists, drivers,
passengers etc) and different types of social, economic and environmental
sensitivities, if authorities are to gain acceptance for new transport
initiatives.
Objectives:
STIMULUS aimed at improving ways of structuring the behavioural responses of different stakeholders to transport measures.
Specific objectives were to
- (re-)classify users into new categories or segments according to underlying psychological processes, and cross-tabulate these with known demographic and user types;
- identify the interests, attitudes, motivations and behaviour of user groups (both the newly-defined categories and conventional categories) towards information and traffic management measures, as well as mobility restrictions and environmental costs;
- assess information systems and policies for their level of acceptance or rejection by different user groups.
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