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Introducing segmentation in transport planning

The city of Utrecht not only uses segmentation to organise targeted campaigns for behaviour change. The notion of "Focus on the user" is also central to the city's Mobility Management action plan. 

On 28 April, Mark Degenkamp of the city of Utrecht presented to the Thematic Group on Mobility Management the city's experiences with segmentation techniques. His presentation and a recording of the webinar are available at the Thematic Group page under 'Resources'. With an online Travel Style Test (link in Dutch), people can be allocated to 8 different types of travellers according to their behaviour and attitudes. These segmentation techniques have also inspired mobility planning in the city.

The mobility management action plan is not organised in chapters per transport mode, but the chapters represent different target groups. For the new SUMP, the city also investigated how the residents of different city areas are distributed over the different segments of travel styles. This shows clearly that certain parts of town attract certain types of travellers.

This example shows how surveys, campaigns and mobility planning can influence and inform each other.

Associated Thematic Group: