Against the backdrop of rapid growth and several large infrastructure projects in the Västra Götaland region, Västratrafik wanted to gain better knowledge of the residents' view of travel, mobility and related topics. By gaining a better understanding of how the residents experience the growth and development of the region and how they look at the role for public transport, Västtrafik saw an opportunity to better position itself as a driving force for sustainable development of our society.
In the spring of 2018, Point was commissioned to develop a platform for knowledge-based communication. A survey focusing on residents' attitudes towards traveling in general and public transport in particular became the basis of this work, which was named Hållplats 2018. Point was also lead two more rounds of the Hållplats project in 2019 and 2020.
The layout, scope, delimitations and questions for the project were created in close collaboration between Point, Västtrafik and the brand and communications agency Forsman & Bodenfors. The target group for the survey people over 16 years of age living in Västtrafik’s area of operation.
Data collection took place through a combination of telephone interviews and web surveys. For each annual survey, a total of 4,000 people responded to the survey, which generated a very stable base for drawing conclusions and creating debate around the results.
The survey was designed to provide a picture of five key areas; the residents’ experience of the city and the traffic situation, how residents travel today, attitudes towards different means of transport, their outlook on future mobility and finally needs and obstacles connected to changing to more sustainable travel.
In addition, during the various annual measurements, a series of specially developed current issues were investigated, such as the relationship to free-floating electric scooters and the impact of the pandemic.
The results of the project were used strategically to develop communication materials and campaigns. Based on the results for each individual year, Västtrafik also issued a public report that presented the results of the survey and carried out a public presentation with an invited audience and a panel debate about the results.