Cycling mothers show path to more road safety
In which situations do mothers taking their children to school feel unsafe and, more importantly, why? We got answers through a qualitative, in-depth customer journey mapping of 20 Leuven mums. The research yielded interesting results that are relevant for the whole of Belgium.
(Un)safe on the road?
Parents play a crucial role in the choice of means of transport and route to school. They are also the key figures in teaching cycling and traffic skills. Parents' sense of safety is therefore decisive in how children travel to school. With this study, Mobiel 21 is looking for solutions to improve road safety on the way to school.
We cycle along certain streets on purpose to teach the children how to cycle in traffic. We can make it easier on ourselves and cycle along the park, but then my son will not learn anything. Next year, he has to cycle on his own, so we'd rather he learn it properly now.
Researchers along for Customer Journey Mapping
For this study, we used 'Customer Journey Mapping', a method originally from marketing and product development research. It offers many opportunities for in-depth questioning of cycling mothers' sense of safety. For instance, the researchers followed the participant as they move around. During this movement, participants rated their feelings at fixed contact points by giving a score out of five or 10. In an interview afterwards, we went deeper into those feelings. This way, we found out where, when and especially why female cyclists with (grand)children consider certain situations unsafe.
Towards a more inclusive cycling policy
Leaving home, the participants rate as the safest point of the route. On the way to school, they feel most unsafe at intersections. In turn, arriving at school is, after leaving home, the safest point on the route.
The insights from the bike tours and interviews have been compiled into a report with recommendations for a more inclusive cycling policy. This gives our politicians tools to make cycling truly safer. Not just for women, but for all cyclists on our roads.
8 recommendations for child-friendly school environments
1. Create separate or segregated cycle tracks.
2. Make intersections and crossings conflict-free.
3. Opt for car-free streets.
4. Reduce the speed of motorised traffic.
5. Avoid mixing heavy traffic with bicycle traffic.
6. Ensure uniform regulations and clear signage.
7. Create campaigns to increase understanding of cyclists among all road users.
8. Communicate traffic rules that protect cyclists, and enforce those rules properly.
All For Zero
Het onderzoek ‘Vrouwen zeker in’t zadel’ kadert in het initiatief All For Zero. Met dit initiatief willen de verschillende overheden in België het aantal verkeersdoden in ons land terugbrengen tot nul. En dat tegen 2050. Een ambitieus doel, dat we alleen kunnen bereiken door samen te werken. All For Zero betrekt burgers actief in het verbeteren van de verkeersveiligheid en moedigt lokale initiatieven aan om hun eigen straat, buurt of gemeente verkeersveiliger te maken.
Met steun van federaal Minister van Mobiliteit Georges Gilkinet, de FOD Mobiliteit en Vervoer en Vias Institute.
Want to know more about this research?
Our colleague Elke Franchois is ready to answer your questions. Contact her using the form below.
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