How to identify target groups and their emotional and ...epomm.eu/ecomm2015/docs/E2_Jesper_Johansson.pdf · Jesper Johansson . jesper.johansson@tyrens.se +46 70-630 51 50 . Title:

How to identify target groups and their emotional and rational motives for the choice of travel mode

ECOMM 22 May 2015

1. Background

2. The method

3. How to use the method

Real marketing scarsily used in MM Measures based on old knowledge No method

Knowledge on emotional motives New method

Municipality of Tyresö

• 45 000 Inhabitants

• 15 000 commute outside Tyresö

• 5 000 commute to Tyresö

• Largest employer is the municipality with 2800 employees

• Tyresövägen connects eastern Tyresö with the rest of the municipality

Tyresövägen – one lane in each direction • Congestion during rush hour

• Only connection with the rest of Tyresö

• Increase in population with 30 % until 2030

• Part of the solution: Mobility management – Schools

– Inhabitants

– Own employees

Results

New qualitative method

8 Profiles/Personas

Rational and Emotional Motives

Place specific knowledge

Criterias

Target Groups

Questionnaire

Booking

Interviews

Analysis

Profiles

MER-analysis

5 Life Stages and 8 Profiles

Adolescents Family builders Seniors In-betweeners Families

Rational Motives Emotional Motives

Time

Freedom

Safety

Independence Family

Real costs

Comfort

Peace of mind

Achivement

SENSE

EMOTIONAL MOTIVES

WHAT AFFECTS THE TRIP

USEFULNESS

Have to-Howard

Car Dependent-Carl

Rational Motives

Emotional Motives

Rational Motives

Emotional Motives

Needs the car at work and underlines that it’s comfortable. Besides that his motives are freedom and family.

Is directly affected by visible costs and fuzzy systems but values his independence and freedom.

Who to prioritize?

Make costs more visible and simplify ticketing in PT.

Increase safety and information. Add the extra touch of nice drivers, coffee, newspapers and WiFi. Increased service of direct busses.

Increase information, safety and numbers of busses. WiFi, safe bike lanes. Focus on health and environment. Coordinate School campaigns. Increased service of direct busses.

Comfort is very important

Comfort is not important

Independence

Routines

Basis for campaigns

Basis for planning

”Car Dependent-Carl" is soon to be an extinct species

Higher fuel costs doesn’t affect car drivers

PT is more flexible than the car

Thank you!

Hedda Ericsson hedda.ericsson@tyrens.se

+46 72-578 62 86

Jesper Johansson jesper.johansson@tyrens.se

+46 70-630 51 50