Request for Information- USE OF MOBILE DATA FOR PERSONA-BASED ANALYSIS OF TRANSPORT BEHAVIOUR

To improve the user experience, and support in the Public Sector Equality Duty, the Social Research Team at the Department for Transport (DfT) undertook a mixed-methods approach using quantitative and qualitative research to develop a cohesive set of 12 transport personas, based on 9 segments within the population in England aged 16+. This research has been published in July 2023.

These personas have been developed based on survey and ethnographic data analysis, represent a range of common demographic, attitudinal and behavioural traits, are statistically robust and give the narrative to guide inclusive policy design, as described in the technical report. Using personas can guide policy makers when considering people’s needs and motivations, as well as possible reservations and barriers in policy initiatives. However, these are not yet linked to any analytic tool that will enable quantitative analysis or planning.

DfT therefore want to explore how much segments can be linked to quantifiable and automatically updated data sources. This can provide DfT with an up-to-date and granular understanding of the impact of different events or policies to different parts of the public. It can also enable better targeting of policies where personas indicate the effect might be highest.

DfT wishes to explore two ways to achieve this, both through mobile phone derived data: through a Mobile Network Operator (MNO) data analysis, and/or through specific in-phone survey apps. It is currently unclear which, if either, of these approaches can provide a reliable solution to quantifying the behaviour of different personas through time. DfT would like to commission a feasibility study to establish whether either approach is feasible and the relative strengths of each data set. The Department envisages the requirement would include the following two Work Packages:

Work Package 1: MNO Data

The activity proposed is likely to comprise the following steps:

1. Conduct a feasibility study to investigate the practicality of mapping between the DfT personas and MNO data (provided by the supplier), identifying any gaps.
2. Conduct an analysis on each of the 9 segments’ distribution across the whole or part of the UK, and construct an activity-based transport diary; and compare findings of the above study and analysis to the National Travel Survey, to understand any deviations and potential overlap. Evidence the ability of any further insights, especially regarding the department’s strategic aims
3. Develop a Proof-of-Concept tool capable of tracking the changes of behaviour of personas over time, or before and after events/policies; and trial the tool to provide regional insights to a recent policy or crisis

Work Package 2: Survey App Data

The activity proposed is likely to comprise the three steps as specified above regarding the MNO data, as well as recruitment of survey participants, data gathering and handling. The supplier might use an existing participant sample pull but will need to justify its appropriateness. A set of questions will need to be asked to each survey participant in order for them to be allocated to the 9 segments.

Full information on the requirement can be accessed on the Department's e-sourcing portal Jaggaer at the following link dft.app.jaggaer.com/go/74917045018A0844414A ↗ or by searching pqq_351 - Request for Information- Use of Data for Persona-Based Analysis of Transport Behaviour on the Jaggaer Portal.

We request that responses to this RFI are please submitted by 01/09/2023.