Case study · Transport and travel
Developing South Yorkshire’s e-bike subscription scheme
Qualitative research with target groups explored expectations, barriers, and pricing considerations to inform the development of a new Mayoral e-bike subscription scheme.
AudienceLow-income workers, apprentices, students, jobseekers, and veterans
ApproachFive focus groups with 30 participants
Value to South Yorkshire Mayoral Combined AuthorityEvidence to shape scheme design, pricing, and communications
The brief
- SYMCA is developing a Mayoral e-bike subscription scheme intended to encourage cycling and provide an additional travel option for employment, training, and education.
- Enventure Research was commissioned to explore the views of the groups the scheme is intended to support.
The approach
- Five focus groups were delivered with low-income workers, apprentices, students, jobseekers, and veterans.
- Recruitment was designed to achieve a mix by age, gender, ethnicity, and local authority area; all participants used public transport and did not own a private vehicle.
- Three groups were held online and two in person, using a structured discussion guide and experienced Enventure moderators.
The outcome
- Thirty participants contributed to the research.
- Thematic analysis identified expectations for the subscription, views on pricing, and concerns or barriers that would need to be addressed.
- The findings gave SYMCA practical evidence to develop the scheme and consider how best to promote it to residents.