Gdansk is one of the MIMOSA cities focused on marketing safety & security in transport and sustainable mobility.
As ongoing evaluation is key to successful marketing, Gdansk chose to apply innovative web-based questionnaires alongside street surveys as an evaluation tool. Using Survey Monkey, Gdansk has successfully applied online surveys supported by face-to-face interviews to evaluate its MIMOSA measures. This software and questionnaire tool facilitates online surveys and represents an innovative strategy to reach special target groups. As young people represent a large target group for marketing measures within MIMOSA Gdansk, a web-based evaluation approach corresponds perfectly with this target group’s means of communication. Another chief advantage is the cost and time savings involved with clear results and graphs easily and quickly produced. In an effort to evaluate the series of "MIMOSA Marketing Measures & the MIMOSA brand", an online and face-to-face awareness survey was conducted in 2011. Important target groups for the survey included Gdansk citizens and public transport users in particular. The online survey, placed on the Gdansk tram transport website and Gdansk MIMOSA web page resulted in almost 400 people filling it in. Interestingly, an offline newspaper article about the MIMOSA mobility online survey in a leading domestic paper led to a remarkable overnight increase in the numbers responding to the online survey. Results of the web survey revealed that over 45 percent of the participants had heard about the "Bike Friday" Initiative, promoting cycling as a way to get around the city. This evidence suggests growing awareness of the bike as transport alternative hopefully leading to an increased share of bicycle traffic in the modal split. Gdansk’s experience with this flexible and easy web-based service not only improves the evaluation of transport measures, it provides data vital for future decision-making. Gdansk succeeded in being innovative in evaluation with its use of web-based questionnaires and is committed to using it again.
Author: Katrin DZIEKAN