Whitaker Ideas Forum: Systems Social Marketing Approach to Upscale Galway Cycling System
March 6 @ 1:00 pm - 2:00 pm
Speaker(s): Dmitry Brychkov
Organised by: Whitaker Institute for Innovation and Societal Change, NUI Galway
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 Social Innovation, Participation and Processes 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.