Two-phase research exploring attitudes towards 20mph zones in Calderdale
research projects exploring attitudes to 20mph zones
residents interviewed in initial phase alongside 5 focus groups
residents interviewed following scheme implementation
Challenge
Calderdale Council commissioned Enventure Research to undertake a programme of research to understand various resident behaviours and attitudes towards health, as part of its planning of a range of marketing health campaigns across Calderdale. One aspect explored via the research was resident attitudes towards 20mph speed limits in residential areas.
Following the implementation of 20mph zones in Sowerby Bridge, the Council reappointed Enventure Research to undertake an additional survey of residents to evaluate the impact of the scheme.
Approach
For the initial research, a mixed qualitative and quantitative methodology was employed, comprising an on-street face to face representative survey of 2,008 residents. Five focus groups were held with residents recruited via the on-street survey to provide greater insight into the survey findings.
For the secondary evaluation research, a questionnaire was designed to understand what residents thought about the new 20mph speed limit, measure the impact of the new limit, and understand attitudes to local travel and individual travel habits. Some questions were adapted from the earlier survey to allow comparison of results over time.
A sample of properties within the area affected by the 20mph scheme was identified by Calderdale Council. To achieve a random sample, interviewers approached every second property, continuing until the target of 500 interviews was achieved.
Outcome
Following the initial research exploring residents’ behaviours and attitudes towards health, Enventure Research provided Calderdale Council with a comprehensive report encompassing the quantitative and qualitative findings. For the later evaluation research, Calderdale Council was provided with the raw data for internal analysis, in line with project requirements.
The findings from the research provided the Council with useful insight into residents’ attitudes surrounding 20mph zones and feedback on the impact and effectiveness of 20mph zones in Sowerby Bridge, supporting future planning decisions.
“We worked with Enventure Research to better understand the attitudes, motivations and barriers of residents in Calderdale to help shape our behaviour change communications strategy. Residents were asked about attitudes to healthy lifestyles, public transport, walking, cycling, 20mph speed limits and more. Some of the results were surprising and from better understanding local barriers and motivations we are now able to use this insight to enrich national insight and shape our communication strategies and plans. Enventure provided excellent advice, clear updates during the research and an easy to understand presentation of results. Enventure also advised on how we could do this within a tight budget whilst ensuring that the research was representative of Calderdale. Mark and his team were really easy to work with and highly recommendable for any future research needs.”
Insightful research. Expertly delivered.
