Structural behavioural effects
of our public transport
stimulation project
Maartje van der Aa & Johan Camp
ECOMM 2017, Maastricht
Construction works
A2 Maastricht
reconstruction
2012-2016
2
Maas crossing 20122017 (Noorderbrug)
Bicycle shed
Maastricht Train
station
Maastricht Bereikbaar
Maastricht Bereikbaar (Maastricht Accessible) has multiple goals
and ambitions;
– Keeping Maastricht and the surrounding area permanently
accessible
– Compensate for an autonomous growth of car usage
– Stimulate sustainable changes in behaviour for commuters and
visitors
Maastricht Bereikbaar offers multiple
products and services to help people
travel smart and work smart.
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Discover public transport
– Commuters can try out public transport for 4 weeks as an
alternative to commuting by car.
– Follow-up offer for an extra 4 weeks travelling by public transport
for free.
Information
Free trial of
4 weeks
Follow-up
offer
Subscription
advice
– Based on three insights:
1. Behavioural change takes time;
2. Change can only be accomplished if the offer is reversible,
easy and comfortable;
3. One appreciates public transport better when you’ve tried it a
4
few times.
8 Incooperate
ambassadors
5 Assist
structural
behavioural
change
7 Cooperation
with partners
6 Choose right
moment
4 Tailer made
follow up offer
3 Free trial
offer
1 Determine
target
audience
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2 Connecting to
target audience
Legenda
 Steps taken with the participant
 Conditions for success
9 Continuous
support
10 monitoring
and evaluation
Participants
Total:
– 960 starters
– 425 follow-up offer
Participants Discover public transport
Aantal deelnemers (cumulatief)
1000
750
500
250
0
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Probeeraanbod
6
Q3
2015
Q4
2015
Q1
2016
Welkomstaanbod
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Our research
Is structural behavioural change possible with the project ‘Discover
public transport’?
– Hypothesis 1: Try-out offers have a sustainable effect on the
travel behaviour of participants.
– Hypothesis 2: This effect in change of behaviour is stronger for
participants who were personally motivated in comparison to
participants who participated because of road constructions.
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Method
3 research methods were used:
– Survey after one year by participants of Discover public
transport
– In-depth interviews
– Longitudinal (panel) regression analysis.
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Results survey after one year
– 38% still travels by public transport at least once a week after 1
year
– 29% uses public transport for most of their travels
– This effect is greater for participants who also used the followup offer
– This effect is lower for participants who entered because of the
construction
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Results in-depth interviews
– Non-respons interviews to check for possible selectivity in the
results of the survey
– The same results as in the survey.
– The effect of structural behavioural change is greater for
participants who also participated in the follow-up offer
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Results longitudinal regression analyses
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Difference between two groups
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Conclusion
1.It is possible to stimulate structural behavioural change by
offering a free trial, at least for two years.
2.This effect is greater for participants who also participated in the
follow-up offer.
3.Participants who were personally motivated to try out public
transport show a bigger structural behavioural change, in
comparison to the participants who joined because of the
construction works.
4.The structural behavioural change is not necessarily geared
towards public transport. Because of ‘Discover public transport’
some participants have had a modal shift towards using a bicycle,
E-bikes or carpool instead of continuing to use public transport.
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Recommendations
– Use the 10 steps to stimulate structural behavioural change of
Maastricht Bereikbaar.
– Behavioural change takes time to be effective; at least 8 weeks
are necessary.
– Motives to participate in a program are important. Be aware of
the motives your target audience have to participate in a program
and use this knowledge to your advantage.
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