Proposal for evaluating Oxfordshire Active Travel intervention (PHIRST Insight)

Oxfordshire County Council (OCC) have implemented a programme of interventions to encourage active travel.

These interventions include infrastructure improvements, schools- and family-focussed projects, and community activation projects designed to encourage modal shift to walking and cycling. Modal shift towards active travel is well-researched in cities but less research has been undertaken in market towns.

The study is a qualitative process evaluation.

The geographical focus is two market towns, with two target populations of interest; 1) working-age adults who make within-town commutes at least three times per week and; 2) older adults aged between 65 and 75-years.

The aim is to understand how new cycling and walking infrastructure and community activation projects might support modal shift to active travel amongst commuters and older adults making within-town journeys. The research questions are 1. How do the target groups currently perceive their use of active travel? 2.

Do the intervention activities encourage active travel amongst the target groups? 3.

To what extent do the target groups prioritise the goals (motivation) described in the logic model for the intervention?

What other motivating factors might encourage active travel? 4.What key steps or additional activities might be taken to increase modal shift and address the perceived barriers (opportunity, capability) to active travel methods? (Are there gaps in the range of intervention functions?).

Methods include focus groups with the target populations in two market towns (N=80); accompanied walking or cycling journeys with qualitative interviews (‘go-along’ interviews) (N=10); expert stakeholder consultation (N=30) and feedback focus groups with residents (N=40).

The protocol has been coproduced with the local authority and third sector partners with input from a public involvement panel.