A carpooling system service in Barcelona: Conjoint analysis

The service defined a carpooling system supported by an App, focused in a specific territory, in this case, on the Bellaterra campus of the UAB, making possible to travel to and from Bellaterra in a more efficient way. This includes, among other aspects, reducing time, saving costs, adapting infrastructures, reducing environmental impact and, ultimately, improving the mobility experience of users.

For the conjoint analysis, the service was decomposed in six attributes:

  Level 1 Level 2 Level 3
Parking access No Not in rush hours Always
Messaging No Only incidents Chat
Users’ rating No Yes  
Users’ identification No Access only with NIU UAB  
Travellers matching No Yes, according preferences and likings  
Information on environmental savings None Simple Complete

 

  • Parking access: the service allows access to a dedicated parking space for the carpooling service users.
    • Always.
    • Not in rush hours: the parking space will still be dedicated to the service users all time except during rush hours (during these periods the parking space will be shared with everyone).
    • No: there is not dedicated parking space for the service users.
  • Messaging: a communication functionality allowing users of the service receiving notifications of the trip or a chat for users.
    • Chat: a chat for the users so they can communicate with one another.
    • Only incidents: the service only sends incidents information (such as delays or cancelations).
    • No: the service does not include any communication function for the end-users.
  • Users’ rating: the service allows providing feedback based in the users’ experience (assigning a good or bad rating to the driver and passengers).
    • Yes.
    • No.
  • Users’ identification: the service provides identification functionality so only identified users can use the service.
    • Access only with NIU UAB: only users with the University unique identification can access the service.
    • No: everyone can access the service.
  • Travellers matching: the service takes into consideration the trip preferences from the users when creating the group for the trip.
    • Yes.
    • No.
  • Information on environmental savings: the service provides information about the reduction of CO2, time, petrol, etc.
    • Complete.
    • Simple.
    • None.

The general results show that the promise of a dedicated parking space for the users of the carpooling service is the most important attribute (valued almost twice important than the second and third attributes). The rest of attributes are valued more or less equally with a slight preference for the messaging attribute and the users’ identification.

Figure 1. Case study general attributes importance

And after running some market simulations, some of the conclusions reached were:

  • Users have high resistance to share a vehicle. In order to break that resistance, a carpooling service must be perceived as very advantageous offering as many distinct benefits as possible, such as parking space, communication functionalities, security and additional information (users, environmental).
  • The promise of a dedicated parking space access is the most valued feature highly increasing the service acceptability.
  • The messaging functionality is valued by younger segments while this importance moves towards the users’ identification on older segments. It is important to configure the service according these values and depending on the demand segmentation.

For a more detailed information, see the NEWBITS D3.3 Conjoint analysis on case studies.

Featured image Icons made by Freepik, Cityscape, Swifticons, Retinaicons, Simpleicon from www.flaticon.com

 

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