Exploring attitudes towards active travel in Greater Glasgow

Work has been completed on behalf of the Glasgow Centre for Population Health (GCPH) to conduct innovative qualitative research examining the attitudes and cultural norms of residents in Greater Glasgow towards active travel.

The research was commissioned in order to add value to ongoing efforts to promote healthy, sustainable travel patterns amongst those travelling in and around the Glasgow conurbation. The successful completion of this research involved the combined efforts of specialists in a number of different fields.

Two innovative methodologies for use in the project were designed. These were ‘Vox pop’ video interviews conducted with members of the public at four locations around Glasgow; and ‘shared’ focus groups where groups of different modes users were brought together to discuss attitudes towards and experiences of using different modes to travel around Glasgow. The brief (2 minute) interviews were edited into a film to show planners, policy makers and the general Glasgow public participants’ views on travelling in and around Glasgow.

The shared-focus groups were intended to examine differences in attitudes and cultural norms between two groups of users of different modes (eg views of walkers and views of drivers). However they instead highlighted that the majority of respondents were in fact extremely multi-modal and did not identify strongly with a particular mode. This is encouraging for the further promotion of sustainable and active travel. The research also highlighted areas for improvement in the provision and promotion of cycling facilities in and around Glasgow.