Case study · Transport and travel
Understanding health, active travel, and behaviour in Calderdale
A mixed-method programme with residents and school students explored health behaviours and tested campaign ideas spanning active travel, cycling, road safety, and healthy lifestyles.
AudienceCalderdale residents and Key Stage 3 students
Approach2,000 on-street interviews plus five focus groups
Value to Calderdale CouncilEvidence to inform behavioural-change campaigns and campaign design
The brief
- Calderdale Council’s Public Health team commissioned independent research to support the development of behavioural-change campaigns covering physical activity, healthy lifestyles, weight loss, active travel, cycling, and road safety
- The work needed both robust quantitative evidence and deeper qualitative insight into attitudes, motivations, and responses to campaign concepts
The approach
- A mixed-method design combined a large resident survey with focus groups
- 2,000 residents were interviewed face to face at on-street sampling points across Calderdale to achieve broad coverage
- Five focus groups were held: four with residents and one with Key Stage 3 students. These explored survey themes in greater depth and tested campaign materials
The outcome
- Enventure Research produced a detailed report including survey analysis, subgroup comparisons, and thematic findings from the focus groups, supported by anonymised quotations
- The research provided insight across the identified health and behaviour topics
- It also helped identify the campaign designs and messages most likely to have impact with target audiences