Hubway Research Presentation 2012
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This presentation is the result of an extensive research project for a research methods class. My group and I decided to look into the success, perception, and use of Hubway, a recently launched bicycle sharing system in Boston. We conducted focus groups, distributed surveys, and analyzed the resulting data using various statistical measures. The findings were presented at the end of the semester.
Transcript of Hubway Research Presentation 2012
OBJECTIVE: WHAT IS THE PERCEPTION OF HUBWAY AMONG EMERSON STUDENTS?
Research Problem 1
Research Problem 2
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SITUATIONAL ANALYSIS LAUNCHES: July 28, 2011
460 stations
open around the city.
Mayor Menino: “The car is no longer king in
Boston.”
700 people signed up for
annual memberships.
140,000 trips made within four months.
POPULATION CHARACTERISTICS: SAMPLE SIZE: 27
Gender
• Female: 23 • Male: 4
Age
• 18‐22: 21 • 23‐30: 6
Housing
• Dorm: 8 • No Dorm: 19
ETHNICITY SAMPLE SIZE: 27
OTHER
7.4%
AFRICAN AMERICAN
11.1%
CAUCASION
66.7%
ASIAN AMERICAN
11.1%
SPANISH/ LATINO/
HISPANIC AMERICAN
3.7%
EXPLORATORY RESEARCH
• SWOT ANALYSIS • FOCUS GROUP • RESEARCH OBJECTIVE & QUESTIONS
SWOT ANALYSIS
Availability, brand recognition, accessibility, aesthetically pleasing…
People know brand but never tried it, commercial vs. residential, yearly subscription when service is seasonal, confusing pay system
Change travel habits, environmentally safe travel, more direct way of traveling
MBTA, Seasons, summer travel for college students, abroad programs
S W O T
FOCUS GROUPS
• Undergrads/Graduate students • 18-30 years • 2 separate groups, roughly 12 in each group
Sample Logistics
Questions Asked General: Do you know anyone who rides their bike in the city of Boston? Do you ride a ride around the city?
Specific: Have you ever heard of Hubway? If yes, how? Have you tried it or are you willing to try it?
NOTE: WE USED CONCEALMENT
Students were not prompted before focus group about what the questions consisted
of.
Purpose • Get a general idea or perception as to where Hubway stood in an Emerson student’s life
I’ve never actually seen anyone using one of the bikes. I have seen people TRYING TO FIGURE OUT
HOW TO GET A BIKE.
“
”
I wouldn’t use this service
a student discount. It
seems expensive.
without “ ”
I USE THE MBTA OUT OF
CONVENIENCE. “
”
11 FOCUS GROUP FINDINGS
THREE KEY
POINTS Text goes here
CONVENIENCE
COST ACCESSIBILITY
2 1 Will implementing
a student discount increase business?
Would repositioning the brand influence positive purchase intent?
Would restructuring the purchasing process for better accessibility provide more frequent ridership?
3
NEW OBJECTIVE
DO SOME FACTORS & VARIABLES SUCH AS PRICE AND SUBSCRIPTION INFLUENCE COLLEGE STUDENTS’ DECISION NOT TO USE HUBWAY?
RESEARCH METHODS
NOTE: WE USED DISGUISED
QUESTIONNAIRE Students were
general overview but not detailed
information.
RESEARH METHODS
• 12 participants each • Approx. 15 minutes each
Focus Groups
SAMPLING METHOD • Samples were not chosen randomly • Skewed data • Population may not be fully represented
Survey • Sample size of 27 • Mostly Marketing Comm. majors, female • Nominal and ordinal scales of measurement
DATA ANALYSIS
Determined variables’ frequencies TO CREATE CONSTRUCTS TO TEST
CREATED CONSTRUCTS
TESTED HYPOTHESES & FINDINGS
How a student values the importance of cost in their lives is influenced by how cost efficient they are.
1
R2 .116 Beta .341 T-value 1.182 Sig. Level .082
Not Supported.
Being in control of transit, measured through the presence or absence of Hubway, influences how time efficient students are.
2
R2 .033 Beta -.182 T-value -.924 Sig. Level -.365
Not Supported.
Being in control of one’s time in the absence of Hubway influences how cost efficient he or she is.
3
R2 .003 Beta -.054 T-value -.271 Sig. Level -.789
Not Supported.
Post-Study PROBLEMS • Confound variable • Multiple re-directions
CONCLUSIONS & RECOMMENDATIONS
CONCLUSIONS
The cost of Hubway is not the factor that limits students from using the service, but rather the confusion and inefficient method of making the payments required for riding.
The use of Hubway is not a method of transportation that would help students be in more control of their time and is an inefficient practice for time management
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RECOMMENDATIONS
The company should continue to focus on the current demographic that is using Hubway as it is seeing success through their use.
Hubway should restructure their payment process and determine a more effective way to eliminate any misunderstandings during the purchase transaction if they choose to focus on the college demographic.
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THANK YOU.
