Hubway Research Presentation 2012
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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 ...

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.

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Hubway Research Presentation 2012 Hubway Research Presentation 2012 Presentation Transcript

  • OBJECTIVE:WHAT IS THE PERCEPTIONOF HUBWAY AMONGEMERSON STUDENTS?
  • Research Problem 1  Research Problem 2 
  • SITUATIONAL ANALYSISLAUNCHES: July 28, 2011 1 2 3 4 60 stations Mayor Menino: 700 people 140,000 tripsopen around “The car is no signed up for made within the city. longer king in annual four months. Boston.” memberships.
  • POPULATION CHARACTERISTICS:SAMPLE SIZE: 27 Gender  Age  Housing  •  Female: 23   •  18‐22: 21   •  Dorm: 8  •  Male: 4   •  23‐30: 6  •  No Dorm: 19 
  • ETHNICITYSAMPLE SIZE: 27SPANISH/ LATINO/ OTHER AFRICAN ASIANHISPANIC AMERICAN AMERICAN CAUCASIONAMERICAN 3.7% 7.4% 11.1% 11.1% 66.7%
  • EXPLORATORY RESEARCH• SWOT ANALYSIS• FOCUS GROUP• RESEARCH OBJECTIVE& QUESTIONS
  • SWOT ANALYSIS Availability, brand recognition,S accessibility, aesthetically pleasing… People know brand but never tried it, commercialW vs. residential, yearly subscription when service is seasonal, confusing pay systemO Change travel habits, environmentally safe travel, more direct way of travelingT MBTA, Seasons, summer travel for college students, abroad programs
  • FOCUS GROUPS Sample Logistics• Undergrads/Graduate students• 18-30 years• 2 separate groups, roughly 12 in each groupPurpose• Get a general idea or perception as to where Hubwaystood in an Emerson student’s lifeQuestions AskedGeneral: Do you know anyone who rides their bike in NOTE: WE USEDthe city of Boston? Do you ride a ride around the city? CONCEALMENT Students were notSpecific: Have you ever heard of Hubway? If yes, prompted before focus group about what thehow? Have you tried it or are you willing to try it? questions consisted of.
  • “ 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 usethis servicewi tho ut ”   a student discount. It seems expensive.  
  • “I  USE THE MBTAOUT OFCONVENIENCE. ”  
  • FOCUS GROUP FINDINGS1THREE1KEYPOINTS Text CONVENIENCE goes hereACCESSIBILITY COST
  • DO SOME FACTORS & VARIABLES SUCH AS NEW PRICE AND SUBSCRIPTION INFLUENCEOBJECTIVE COLLEGE STUDENTS’ DECISION NOT TO USE HUBWAY? 1 Will implementing a student discount increase business? 2 Would repositioning the brand influence positive purchase intent? Would restructuring the 3 purchasing process for better accessibility provide more frequent ridership?
  • RESEARCH METHODS
  • RESEARH METHODS Focus Groups Survey• 12 participants each • Sample size of 27• Approx. 15 minutes each • Mostly Marketing Comm. majors, female • Nominal and ordinal scales of measurementSAMPLING METHOD• Samples were not chosen randomly NOTE: WE USED• Skewed data DISGUISED• Population may not be fully represented QUESTIONNAIRE Students were general overview but not detailed information.
  • DATAANALYSIS
  • Determined variables’ frequenciesTO CREATE CONSTRUCTS TO TEST
  • CREATEDCONSTRUCTS
  • TESTEDHYPOTHESES& FINDINGS
  • R2 .116 Beta .341 T-value 1.182 Sig. Level .082 How a student 1 values the importance of cost in their lives is influenced by how cost efficient they are.Not Supported.
  • R2 .033 Beta -.182 T-value -.924 Sig. Level -.365 Being in 2 control of transit, measured through the presence or absence of Hubway, influences how time efficientNot Supported. students are.
  • R2 .003 Beta -.054 T-value -.271 Sig. Level -.789 3 Being in control of one’s time in the absence of Hubway influences how cost efficient he or she is.Not Supported.
  • Post-StudyPROBLEMS• Confound variable• Multiple re-directions
  • CONCLUSIONS &RECOMMENDATIONS
  • CONCLUSIONS The cost of Hubway is not the factor that limits 1 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 2 more control of their time and is an inefficient practice for time management
  • RECOMMENDATIONS 1 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 2 and determine a more effective way to eliminate any misunderstandings during the purchase transaction if they choose to focus on the college demographic.
  • THANK YOU.