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Whitaker Ideas Forum: Systems Social Marketing Approach to Upscale Galway Cycling System

Name: Whitaker Ideas Forum: Systems Social Marketing Approach to Upscale Galway Cycling System
Start: 2019-03-06T13:00:00+00:00
End: 2019-03-06T14:00:00+00:00
Location: CA110 (SAC Room), St. Anthony’s, JE Cairnes Building

March 6, 2019 @ 1:00 pm - 2:00 pm

Location: CA110 (SAC Room), St. Anthony’s, JE Cairnes Building, Ireland

Speaker(s): Dmitry Brychkov

Affiliation: Applied Systems Thinking

Organised by: Whitaker Institute for Innovation and Societal Change, NUI Galway

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Mobility issues have become paramount for Galway city performance, while the introduction of more sustainable transport modes (e.g. cycling) is the most effective response to such issues (Fishman et al., 2013). However, the current Galway cycling system (GCS) remains underutilized, though Galway demonstrated periods of a cycling-friendly culture in the past. It is ascertained that GCS can be upscaled only through understanding causal dynamics of the GCS. Such understanding provides the basis for system-improving policy prescription (Layton and Duffy, 2018).

This research uses four main methodological and theoretical streams: (1) Layton’s macromarketing theory to represent complex social systems, (2) group model building techniques to use mental models of key system’s stakeholders for drawing a dynamic feedback map of GCS, (3) system dynamics to underpin system’s theoretical conceptualization, and (4) social marketing to improve system analysis via exchange mapping, segmentation and targeting to develop a system-improving strategy. These streams form the essence of a systems social marketing methodology. This methodology will help to model the GCS and identify leverage points for its optimization. After consensual identification of such leverage points (performed by a special core modelling team of stakeholders), it is possible to progress to planning and implementing cycling optimization strategy in the city.

This is one of a series of seminars in the Whitaker Ideas Forum. Dmitry will be representing the Applied Systems Thinking research cluster.

The Whitaker Ideas Forum is a weekly seminar, running Wednesday’s throughout the semester from 1:00pm-2:00pm in CA110. It provides the opportunity for members of the Institute to showcase their research. The result are presentations that highlight the diversity of the research being undertaken, while allowing for an opportunity to engage in discussions and, sometimes, collaboration with attendees. Below, you will find a list of this semester’s seminars, please click the title for more information on that seminar.

Date	Presenter	Seminar Topic	Whitaker Research Cluster
23 January	Eoin Daly	Popular Sovereignty after Brexit	Conflict, Humanitarianism and Security
30 January	Tom Gillespie	Rising waters and falling prices: The effects of flood risk on the Irish housing market	SEMRU
6 February	Sinead Mellett	Farmers perception of climate change in Ireland	Innovation and Structural Change
13 February	Eimear Heaslip	Learning from Living Labs: Experiences from the field	Environment, Development and Sustainability
20 February	Lorraine D’Arcy	Spatial Planning, Urban Design, Transport and Human Health – Much more than footpaths and cycleways	Social Sciences Research Centre
27 February	Luke McGrath	Natural capital accounting for Ireland through boom and bust: Genuine Savings 1990-2016	SEMRU
6 March	Dmitry Brychkov	Systems Social Marketing Approach to Upscale Galway Cycling System	Applied Systems Thinking
13 March	Eoin Cullina	A study of the use of crowdsourcing by research funding agencies in call processes	Agile and Open Innovation (LERO)
20 March	Aristides Vara Horna	Domestic Violence and Businesses: Consequences and Responses in Global South	Gender and Public Policy
27 March	Valerie Ledwith	Discounting the Displaced: Examining Hungary’s Denial of Human Security for Migrants, Asylum Seekers and Refugees	Population and Migration