Why?
In the past year, a new form of transportation has emerged for urban dwellers and visitors: electric scooters that are available for short-term rental ("shared electric scooters" or "dockless scooters"). These scooters provide a convenient, fun, energy-efficient, affordable transportation experience, and their popularity has soared. As shared scooters have become exceedingly widespread, a backlash has emerged, with citizens and politicians seeking to curb their use.
Much confusion and controversy surrounds the future proliferation of dockless scooters. While syndicated data is available that measures and forecasts manufacturer specifications, technology, market share, growth, etc. a large-scale study of the general public's perception of shared electric scooters has not been made available. Detailed data on rider behavior and dynamics that is common to other public transportation modes is sparse when it comes to shared electric scooters. Accordingly, a large-scale quantitative public opinion survey among riders and the non-riders is greatly needed.
RESEARCH OBJECTIVES:
Among Riders:
1. Usage: Quantify rider patterns, reasons for use, and identify unmet needs.
2. Feature Preferences: Qualify interest and importance of various current and prospective product and service features among riders.
3. Rider Segmentation: Identify the characteristics of unique segments of riders and potential riders by motivations, needs, demographics, psychographics, and lifestyle.
4. Seasonality: Evaluate riders' intent to use in various seasons and weather conditions.
5. Retail/Municipalities: Assess from the user's point-of-view the extent that shared electric scooters benefit local retail and business establishments by providing easier access and convenience to targeted locations.
Among Non-Riders:
1. Understand perceptions and attitudes of the non-riding public to electric scooters. Quantify word-of-mouth, private and public, informal and formal resistance in various forms (from letter to city councilperson to physical intervention).
2. Appreciation: Measure awareness and perceived value of various benefits of shared electric scooters.
3. Future Reach & Barriers: Measure awareness, interaction, intent to use, and real and imagined experience regarding shared electric scooters among non-riders or infrequent riders.
Among Both Riders & Non-Riders:
1. Measure past and future usage reach and frequency to forecast growth or decline.
2. Brand Imagery: Understand the image, perceptions, strengths and weakness of various providers of shared electric scooters.
3. Modal Synergy: Determine interest in using shared electric scooters as part of trips that involve various other forms of transportation (motor vehicles, bus, light rail, train).
4. Retail & Lifestyle Synergy: Measure attitudes toward shared electric scooters among retail patrons. Includes: measuring traffic, clutter and safety concerns about shared electric scooters among customers/visitors in local retail and business areas.
5. Safety: Measure rider and non-rider perceptions and attitudes toward safety on a deep and in-depth basis.
6. Understand differences in all the above areas by age gender, socioeconomic, geography, city, region, and other classifications.
Methodology: Quantitative
Quantitative Design
Number of Interviews: 3000
Interview Length: 20 minutes
How Sample will be Segmented:
3000 aware general public, including 300-500 riders
Quantitative Research Target
Gender: 50% Male, 50% Female
Behavioral/Lifestyle Screening:
- Awareness of shared electric scooters (asked from a list, disguising purpose of the study and preventing bias).
- Past three months usage frequency (asked for these scooters and other forms of transportation, disguising purpose of the study and preventing bias).
- Usage habits and behaviors, including most recent trip.
- Brand awareness.
- Interest / intent.
- Attitudes, perceptions, imagery.
- Brand / Service awareness, intent, usage, perceptions, image.
- Net promotion (word-of-mouth).
- Likes and dislikes.
- Concerns, including passion, and action.
- Cost / benefit.
- Perceptions of safety for users and the public.
- Lifestyle, mindset, ideals, personal characteristics and values.
Additional Demographic Screening:
n=3000 residents who live within 15 miles of the center of a shared electric scooter service area in one of about 30 US markets. Quotas will be used to ensure a mix of age, gender, socioeconomics. All 3000 will be aware of shared electric scooters. Incidence of awareness will be monitored and reported.
n=300-500 users of shared electric scooters in the past three months. Usage will be monitored and reported. If natural incidence falls short of this sample size, additional people will be screened until the quota is met.
Deliverables
Reporting: Formal Report
Additional Deliverables:
Data tabulations, detailed analysis, cluster segmentation analysis, art-directed report, presentation of results by web conference.
Data will be reported by age, gender, market, income, work commute, recreation interests, segmentation classification, etc.
Funding Timeline (once project is approved): 60 days
Timing: 12 weeks from funding to delivery of final report
Supplier
Company: ConsumerQuest, Inc.
Previous Projects: 3
Rating: Supplier has not been rated
Supplier's Qualifications:
ConsumerQuest, Inc. has been conducting research in the public transportation industry for over a decade. The firm has led quantitative and qualitative research efforts on motorists' use of texting, public safety of motorists and workers in highway work zones, public safety in wildfire risk zones, emissions labels for motor vehicles, motorist navigation services, segmentation of public transit users, segmentation of all-terrain vehicle users, automotive entertainment systems, and super luxury motor vehicle brand image. This experience allows us to design studies that capture low incidence and general public's opinions and behaviors, while avoiding the pitfalls that may stump those inexperienced with speaking to this subject matter. Our team knows the public opinion and transportation industries, understands the importance of excellent sample sourcing, and has a proven track-record in respondent screening and questionnaire design to produce results that provide an accurate snapshot of what riders and non-riders of shared electric scooters really know, think and feel.
Supplier's Team:
Cory Schwartz and Tatiana Firsova of ConsumerQuest
Incentives
Diamond Level Sponsor (3 Shares):
Phone call with ConsumerQuest in advance of fielding to offer suggestons/answer questons; In-person presentation by ConsumerQuest (except for travel expenses to be billed additionally at cost); and: after the survey is drafted, diamond sponsor will get to add 5 custom questions, provided they total no more than 90-seconds. Results will be proprietary and not shared with other sponsors.
Gold Level Sponsor (2 Shares):
Phone call with ConsumerQuest in advance of fielding to offer suggestons/answer questons; a web-based presentaton by ConsumerQuest; and: 3 custom questions, results will be proprietary and not shared with other sponsors.
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