Mobility data and trip purpose: a market segment of one

Alvin Toffler, in his book Future Shock and The Third Wave, both written more than 50 years ago, predicted the situation we now find ourselves in. He described it as "mass customisation." The planning and design of products and services, customised to individual needs. Isn't that the ultimate solution to the challenge of equity - equity for me? 

Toffler also noted that as consumers become more informed, it is possible to treat them as “prosumers”, in other words sophisticated, highly informed users who can play an active role in the planning and design process, rather than just receivers of the results of that process.

The third point that Toffler made is that the sheer scale and volume of data available can become confusing and make decisions harder, unless there are decision-support tools that convert data to information, extract insight from the information and provide advice on appropriate action.

"The sheer scale and volume of data available can become confusing and make decisions harder, unless there are decision-support tools that convert data to information"

Consider the following steps. Firstly, let’s equip ourselves with an effective knowledge of new and existing data sources that are available to characterise the user and the problem. In particular, let’s understand how to use the power of the smartphone. The use of such devices is ubiquitous and can support two-way communication channels between planners, designers, service delivery resources and the end user. It is possible to observe travel behaviour and trip patterns, in an anonymous fashion, using the power of the smartphone. We can also ask the user to provide feedback in the form of crowd-source data and opinion surveys.

Secondly, let’s move on from the concept of designing for the “average.” Experts that inhabit the world of data science say that averages are the “enemy” that obscures effective insight. This also involves shifting our focus from a fascination about technology to a fascination about the effects on people. However, it is not about designing mobility for people, it’s about designing mobility for a person.

"Data scientists say that averages are the enemy that obscures effective insight. This also involves shifting our focus from a fascination about technology to a fascination about the effects on people"

Thirdly, let’s make sure that when we understand the data possibilities, we share this new knowledge with others in the field and ensure that we are sharing a central source of data that provides a common foundation and delivers a common context for planning, design, and delivery of mobility services.

Fourthly, let’s use new capabilities to do more than raise the quality of planning, design, and initial delivery, to consider the lifecycle of the service. Continues feedback from the user can bring people into the creation loop, making existing services better and future services more effective.

Back to the chicken

So let’s circle back to the original question: why did the chicken cross the road? Because it wanted to, and perhaps needed to, in a safe and efficient manner.

There are lessons and insights available from the simplest and most humorous of questions. There is a question for another time about whether the best effect for society would be achieved by helping the chicken to cross the road or convincing the chicken not to make the trip in the first place, but for now let’s just revel in the notion that there is a lot to be learned from chickens.