How to identify target groups and their emotional and rational motives for the choice of travel mode
ECOMM 22 May 2015
1. Background
2. The method
3. How to use the method
Real marketing scarsily used in MM Measures based on old knowledge No method
Knowledge on emotional motives New method
Municipality of Tyresö
• 45 000 Inhabitants
• 15 000 commute outside Tyresö
• 5 000 commute to Tyresö
• Largest employer is the municipality with 2800 employees
• Tyresövägen connects eastern Tyresö with the rest of the municipality
Tyresövägen – one lane in each direction • Congestion during rush hour
• Only connection with the rest of Tyresö
• Increase in population with 30 % until 2030
• Part of the solution: Mobility management – Schools
– Inhabitants
– Own employees
Results
New qualitative method
8 Profiles/Personas
Rational and Emotional Motives
Place specific knowledge
Criterias
Target Groups
Questionnaire
Booking
Interviews
Analysis
Profiles
MER-analysis
5 Life Stages and 8 Profiles
Adolescents Family builders Seniors In-betweeners Families
Rational Motives Emotional Motives
Time
Freedom
Safety
Independence Family
Real costs
Comfort
Peace of mind
Achivement
SENSE
EMOTIONAL MOTIVES
WHAT AFFECTS THE TRIP
USEFULNESS
Have to-Howard
Car Dependent-Carl
Rational Motives
Emotional Motives
Rational Motives
Emotional Motives
Needs the car at work and underlines that it’s comfortable. Besides that his motives are freedom and family.
Is directly affected by visible costs and fuzzy systems but values his independence and freedom.
Who to prioritize?
Make costs more visible and simplify ticketing in PT.
Increase safety and information. Add the extra touch of nice drivers, coffee, newspapers and WiFi. Increased service of direct busses.
Increase information, safety and numbers of busses. WiFi, safe bike lanes. Focus on health and environment. Coordinate School campaigns. Increased service of direct busses.
Comfort is very important
Comfort is not important
Independence
Routines
Basis for campaigns
Basis for planning
”Car Dependent-Carl" is soon to be an extinct species
Higher fuel costs doesn’t affect car drivers
PT is more flexible than the car
Thank you!
Hedda Ericsson [email protected]
+46 72-578 62 86
Jesper Johansson [email protected]
+46 70-630 51 50