The Challenge

SYMCA commissioned DJS Research to conduct a piece of research to examine how to achieve mode switch to public transport and increase levels of active travel. 

The Approach

A qualitative deep-dive was undertaken with residents of South Yorkshire, both users and non-users of public transport and the programme comprised workshops, focus groups and in-depth interviews. Specific sessions were also held with key seldom heard groups, such as neurodivergent cohorts.

SYMCA were specifically interested in understanding current attitudes and behaviours towards different modes of public transport and active travel from different groups / personas.

They also wanted to gain an understanding of what messaging does and does not resonate with people in terms of explaining SYMCA’s work and projects.

Throughout the exercises the COM-B model was used to help frame and behaviourally diagnose the main barriers and enablers of bus and tram use and active travel across the different cohorts spoken to.

The Results

The insights from this work led to a range of previously unknown barriers spanning the physical and the psychological realms of residents’ experiences.

It also led to a range of ideas for interventions that SYMCA could trial across its bus and tram fleet as well as more broadly across its region in the pursuit of greater pedestrianisation.

The research was such a success that SYMCA now want to conduct a bigger piece with even more cohorts to understand the wants and needs of South Yorkshire in greater detail.

SYMCA