Scotland’s National Transport Strategy identifies the important role an efficient transport system has in promoting economic growth and contributing to wider outcomes such as health improvement, social inclusion and regeneration. We work with a wide range of clients to provide insight into transport issues. Our work can be divided into three main areas:
Understanding the travel patterns and behaviour of individuals
We are at the forefront of collecting data on the travel patterns of individuals having managed the Scottish Household Survey (SHS) since 1998 which includes a Travel Diary section. Through the SHS Travel Diary, we have been providing the Scottish Government with robust data on:
• which sections of the Scottish population travel most often
• which modes of transport people use
• why people travel
• when journeys are made
• what problems people encounter when travelling
Our expertise also extends to providing clients with an insight into the reasons underpinning specific types of travel behaviour – for example driving under the influence of illicit drugs and choosing to drive rather than use public transport.
Perceptions of transport infrastructure and services
We have a wealth of experience in helping our clients understand public perceptions of transport infrastructure and services. We have delivered Transport Scotland’s annual programme of research on levels of satisfaction with the trunk road network. Other examples of our work in this field include examining Edinburgh residents’ views of the service provided by Lothian buses and exploring the views of Scottish businesses on transport infrastructure and services.
Public attitudes to transport policy proposals
We offer robust techniques to help our clients gauge levels of support with high profile, and often controversial, transport policy initiatives such as the re-introduction of trams in Edinburgh. As well as examining levels of support for proposals, we utilise qualitative techniques to provide clients with an in-depth analysis of the underlying reasons the public support or reject a specific proposal.
For more information, please contact Steven Hope
Road users’ perceptions of the trunk road network in Scotland
Every year since 2009, Ipsos MORI has undertaken a survey among trunk road users in Scotland. The aim of the survey is to examine users’ views of the work and services provided by Transport Scotland in relation to the trunk road network.
Fieldwork for each survey is conducted over two phases, one in winter and one in summer, to reduce the potential impact of seasonal effects. A total of 2,000 trunk road users are interviewed each year.
The reports from all previous waves of the survey can be accessed on the Transport Scotland website.
For more information, please contact Vanessa Chan on 0131 220 5699.
The Scottish Household Survey (2012-2015)
The new Scottish Household Survey (SHS) 2012-2015 - the largest and one of the most complex household surveys in Scotland - was awarded to Ipsos MORI last year. The survey is designed to provide data that is representative of the household and adult populations of Scotland. Conducted in-home and face-to-face, an interview with a householder is followed by an interview with a random adult. Overall, interviews are undertaken at 10,500 households across Scotland per annum, with an overall average interview length of 60 minutes. In over 3,000 of these households, a follow-up physical survey inspection is undertaken by a team of specially trained surveyors. The contract includes the associated preparatory work in 2011, on-going survey and questionnaire development, all fieldwork and the finalisation and delivery of the survey datasets and associated outputs.
For more information, please contact Chris Martin.