Hi everyone,

Not the catchiest subject line, but it turns out there is compelling research on how to group people based on their responses to 18 'golden' questions about travel mode attitudes and preferences. Segmenting respondents into these groups allows you to target marketing messages around travel behaviour change and increase the likelihood of your message resonating with the person.

The following links to the webinar recording, slides and the market-segment prediction tool:

Would be great to see these questions included in a Winnipeg-wide survey, such as the Winnipeg Area Travel Survey (WATS) that is apparently in the works (last completed in 2007). The ability to tailor messaging by segment and neighbourhood could be especially valuable in getting more people to switch from driving alone.

cheers,

Beth

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