Background
The principal objective of the surveys was to measure any modal shift which has occurred as a result of the intervention in the selected urban areas and compare this with the counterfactual data in the appropriate comparison communities.
The objective of the Plymotion campaigns was to increase the number of trips to work and school made by sustainable transport and in particular by walking and cycling.
We had successfully completed the data capture, analysis and reporting for the previous Plymotion programme in other areas of the City for the Council and were invited to tender for this next phase.
Challenge
The Council needed a methodology that would deliver a representative sample of the population by age, gender and demographic group in the discrete neighbourhoods identified for the Plymotion initiative.
They also wanted a full analysis of the data sets and the potential for comparison with previous Plymotion reports.
Solution
Over the four year project we recommended door stepping (Interviews conducted outside a person’s residence) as the main data collection method using a quota sample, supported by a postal and on-line survey to maximise accessibility and engagement with all potential respondents in each of the survey areas.
The surveys were completed in two phases. The first “pre” phase was completed before the planned intervention (Travel advisors offering travel advice and incentives to encourage residents to make changes to the way they travel).
The 2nd “post” phase was completed 9 months after the intervention to measure any change in travel behaviour (Modal shift) or attitudes towards travel choices in the City.
Outcome
Plymouth City Council’s transport team were able to use the research findings to support their successful bid for £1.5 million from the Department of Transports £60 million Access Fund for Sustainable Travel for the next phase of the PTP initiative – Plymotion Three.
The reports we produced provided supporting facts and evidence on the success of the previous PTP interventions undertaken within the City. We were also able to provide some bespoke analysis and illustrative graphs, requested by the transport team, to add further value to the City’s successful bid.
