The goal of this project was to find out what motivates people to make cycling their primary form of transportation, barriers to change, and ways for retention. Developed in collaboration with strategic research agency IS IT A BIRD, the project primarily surveyed participants and workplaces from Bike to Work, the Danish campaign aimed at getting people back on their bikes. The initial study consisted of a questionnaire and segmentation of 300 new cyclists from the Bike to Work campaign in 2012 and 2013. This led to the present study of what drives new cyclists. That survey consisted of a questionnaire of all participants in Bike to Work (approx. 11,000 respondents in June 2014) as well as 51 qualitative interviews. In October 2014, a follow-up survey was initiated about withdrawal and retention, which included a questionnaire consisting of more than 9,000 respondents plus 10 interviews with people cycling to and from work. Concurrently, workshops have been held with the relevant participants in this area where the results from the survey have been challenged and qualified. The surveys were carried out in connection with Bike to Work and have had around 25,000 total respondents (some ?repeats? have to be expected). The respondents have been chosen across professions and geography mirroring, as far as possible, the entire population. |
