DDB Seattle conducted a series of focus groups in late January 2002 on behalf of the Washington State Department of Transportation. The focus groups addressed commuting, attitudes toward commute alternatives and views about existing marketing campaigns.

While the results are not surprising, employers that sponsor work site promotions and encourage alternative commuting may find the results useful in confirming or adjusting the focus of those efforts.

The report advises future campaigns to “address the misconception that using more efficient commute methods requires wholesale change to current commuting habits (i.e., it doesn't have to be an all or nothing proposition).

“Key learning from this research is:

• People use alternative commute options for their own personal benefit. In other words, they ask themselves “what's in it for me?”

• If they see personal benefit, and participation doesn't require drastic changes to their schedule or any extraordinary effort, they will be open to alternative commuting.

• If any of these aspects is not met, they will continue to drive alone.”

The findings reinforce that people need clearly identified personal benefits, it has to be made as easy as possible for them, and we could do more to encourage them to use an HOV mode even part of the time.

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