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

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

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