ODOT & Metro Study
Lara Media provided market research for the Oregon Department of Transportation (ODOT) and Metro, some of Oregon’s major regional government agencies. As part of the “Drive Less Connect Challenge,” the two organizations worked together to help promote alternative transportation options. Focusing on the benefits of sustainable transportation for daily living, this major Latino outreach campaign has helped ease traffic burdens and increase use of greener transit options.
Minimizing single-passenger vehicle trips while encouraging sustainable transportation is a simple and affordable way to lighten the carbon footprint of Oregonians. A focus on saving money, increasing physical activity by choosing options such as biking or walking, and reducing time spent commuting culminates in a healthier, more vibrant and less polluted Portland metro area.
Market Research Tactics
Lara Media used a brief intercept survey respondents completed on iPads. This approach maximizes mobility. Over 600 Latinos participated in the market research throughout 2013 – 2014. Focus groups and intercept surveys helped the research team understand Latino insights.
Market research results found that 93 percent of Latinos have access to a motor vehicle. However, only 17 percent drive alone. Respondents reported a high usage of carpooling with 52 percent saying they were carpoolers. Plus, 30 percent reported using public transit such as buses, the MAX lightrail, or the downtown Portland streetcar.
When respondents were carpooling, 64 percent said it was for school or work. Research results found that 37 percent carpooled to church, 34 percent said it was for shopping trips 23 percent carpooled to take children to school, and 17 percent carpooled to reach public transit. However, the majority of Latinos don’t use bicycles (77 percent) and 23 percent say they never bike at all. Buses are a under-utilized according to the findings with 69 percent of respondents saying they rarely use the bus. Just ten percent report using the bus daily. Additionally, two percent of Latinos use the bus weekly, 15 percent use it monthly, and three percent say they don’t take the bus at all.
Following the findings, ODOT and Metro increased campaigns to target the largest local employers. Outreach focused on education, in an effort to encourage carpooling, public transit and other means of sustainable transportation
Research suggests that to ease stress on the roads and related pollution, all Oregonians must prioritize alternative transportation options. That could be by using public transportation more often, biking, carpooling or decreasing outings. Consequently, without a holistic approach to the mounting congestion problem, the issue will continue to bottleneck into an uncontrollable predicament.