Battle of the Electric Scooters: Perceptions of Riders & the Public


ConsumerQuest, Inc.


25% funded

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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.


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.


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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