Exploring the benefits of a traveller clustering approach based on multimodality attitudes and behaviours

This paper presents a new market segmentation study of travellers based on measures of multimodality attitudes and behaviours. The study involved a sample of researchers and clerical workers of the French national transport research institute to allow for a long and detailed questionnaire on multimodality habits. Two different cluster analyses are implemented. The first one considers variables related to the specific trip that was investigated in the survey, namely the intention to make such trip with changing travel means over time and the propensity to use a different mode in the future. The second study focuses on the more general multimodality behaviour, contemplating the actual and desired frequencies of use of different means and the propensity to try new services that are not yet existing in reality. The resulting market segments are compared and they are consistently pointing at almost the same classification of travellers. The best transport policy measures to achieve a behavioural change for each market segment are discussed.