Transportation Research Part A-policy and Practice, Jul 1, 2016
In its neglect of cycling, the transport policy history of Great Britain is typical of many car-d... more In its neglect of cycling, the transport policy history of Great Britain is typical of many car-dependent societies. Policy inertia with respect to sustainable travel may be driven by the assumptions that, firstly, most households have access to the use of a car and are keen to preserve the mobility advantages the current system offers them, and secondly that environmental and health considerations should be subjugated to economic priorities. Thus, in spite of warm words about cycling, pro-car policies tend to dominate. Set against this policy backdrop, and taking the stance that public opinion can influence policy change, this paper reports the results of two large scale surveys of opinions regarding the practice of cycling and its role within society, carried out amongst samples of adults representative of Great Britain, in 2010 and 2013. Results indicated broadly positive opinions relating to cycling as part of society, albeit with these measures dropping slightly between 2010 and 2013. Opinions of cycling were found to be significantly linked to voting intention with, broadly speaking, a gradient of decreasing positivity when moving from the political left to right. These results imply a possible link of 'surface' opinions of cycling being influenced by underlying 'deep-seated' beliefs and values. These results are discussed in terms of policy options for pro-cycling groups wishing to influence the debate. Options include decoupling cycling from underlying belief systems and presenting simply as a form of everyday transport; promoting cycling as a solution to multi-social issues across health, the environment and economic considerations such as lower congestion; the pros and cons of demarketing car usage; and finally, changing underlying belief systems. It is concluded that pro-cycling advocates may be pleased with the broad support of cycling's contribution to society, but they may need to seek alliances with other environmental or health groups in order to turn these good intentions into genuine policy change.
International Journal of Nonprofit and Voluntary Sector Marketing, Jun 27, 2007
This paper explores the use of geodemographic population classifications to identify and predict ... more This paper explores the use of geodemographic population classifications to identify and predict 'hotspots' of Great Britain (England, Scotland and Wales) prone to greater than expected alcoholic liver disease. MOSAIC geodemographic codes were overlaid onto Hospital Episode Statistics (HES) for Great Britain. The HES data included gender, MOSAIC Type, MOSAIC Code, postal and local authority district, month and year of birth, ethnic origin, Primary Care Trust and GP code. Analysis demonstrated that some geodemographic classifications of the population were over-represented for alcoholic liver disease episodes. These groups had low socioeconomic and socio-cultural status, lived in areas of high deprivation and disadvantage. Manchester followed by Liverpool and Hull had the highest estimated patient group size in England and Hart, Surrey Heath and Wokingham the three lowest (indicating low expected levels of alcoholic liver disease compared with average). Analysis of the same data was also carried out at postcode level for Manchester indicating 'hotspots' for alcoholic level disease at street level. This analysis exemplifies the ways in which geodemographic data might be usefully applied to routine health service data to enhance service planning, delivery and improved targeting of information in harder to reach populations.
Young drivers are overrepresented in car crashes. The majority of those involved are young males,... more Young drivers are overrepresented in car crashes. The majority of those involved are young males, particularly those from areas of social deprivation. Such groups have previously proved resistant to attempts to modify their behaviour through fear appeals, punitive or educational measures. This project represents an attempt to apply social marketing techniques to see if an approach based on insight and engagement could succeed where traditional approaches had failed. The project focused on an area with relatively high levels of deprivation and involved young men with a history of driving and criminal convictions. Key features of the project were the use of in vehicle “black boxes” to record actual behaviour change and a bespoke training and assessment programme. Significant improvements in driving behaviour were observed and the techniques applied in this case indicate a potential future direction for interventions with such hard to reach groups.
The purpose of this work is to highlight what the authors regard as serious problems with the con... more The purpose of this work is to highlight what the authors regard as serious problems with the continuing dominance of a "hard science" view of what constitutes "top quality" research, and to present evidence that a "softer" approach will yield work that more closely aligns with the everyday reality of marketing. Design The authors used a contrast between the marketing discipline and chemistry to illustrate their concerns about the use of "hard science" in academic marketing. This was supplemented with analyses of academic marketing work already published to illustrate particular points. Findings We propose that academic marketers need to take a "horses for courses" approach and ground our research in the reality of the discipline. We debate different areas within the discipline of marketing and conclude that some areas may still respond well to scientific approaches, while others may benefit from a relaxation into interpretive approaches. We argue the need to concentrate more on reflecting a reality that is recognised by the wider marketing community, rather than getting wound up in methodological strait-jackets. To illustrate these points we consider the lack of recent progress in research on market segmentation and critique a "typical hard science paper". We summarize the reasons why it is wrong to apply a "hard science" approach on a carte blanche basis and argue for a more pluralist critical realist approach. Value The intention is that this commentary will promote the soft science stance as the most appropriate epistemology for mainstream academic marketing research Practical implications The contention is that the over-heavy trappings of science in much academic work has the effect of removing that work from practical norms. Therefore the practical
Telematics based insurance provides an opportunity to achieve further reductions in road trauma. ... more Telematics based insurance provides an opportunity to achieve further reductions in road trauma. In particular, it has the potential to reduce road trauma among young drivers, who are over-represented in crash statistics. This study investigates the largest collection of telematics data from Australian roads. We discuss the type of data that is available and show how driving behaviour differs between groups of drivers and changes in the early stages of licensing. Finally, we will discuss how this extensive database can be used in future research to significantly improve road safety in Australia.
Executive Summary • NHS Swindon has targets to increase the initiation and duration of breastfeed... more Executive Summary • NHS Swindon has targets to increase the initiation and duration of breastfeeding to 6-8 weeks and beyond. A number of interventions have been implemented to increase local breastfeeding prevalence, including the UNICEF Baby Friendly Initiative and the family nurse partnership. • Traditional health education approaches on their own do not appear to have much impact. Our own work and indicative results elsewhere position co-creation as a potentially highly effective strategy to use within deprived communities; its potential to embed behaviour change sustainably is clear. • Integrating programmes that address cultural perceptions of breastfeeding with targeted work aimed directly at vulnerable segments, which in turn are co-ordinated with strong ante and post-natal support, education programmes and peer supported group sessions will maximise the chances of increasing breastfeeding. • The UWE project team recruited women and some family members to individual intervie...
Political affiliation and population views on the role of family and volunteer carers to suppleme... more Political affiliation and population views on the role of family and volunteer carers to supplement state provision in end of life care in England Alan Tapp, Clive Nancarrow, Yvette Morey, Stella Warren, Julia Verne Background: In England politicians along the political spectrum promote volunteering but for different ideological reasons. It is clear that with the aging population, state end of life care (sEOLC) will need to be supplemented by family and volunteer carers. A qualitative study of people’s views on the role of volunteers to fill gaps in state provision of end of life care services elicited anger, especially from labour supporters who felt the state should provide. Aim: To investigate whether declared party political affiliation influences views on supplementary family and volunteer EOLC in addition to state provision. Methods: An online panel survey of 3,590 adults in England aged 45 years and over through YouGov, purposely sampled to be representative of the population of England with booster samples of those aged 70-79 and 80+ to permit reliable analysis of these groups. The boosters were weighted to ensure the total sample picture was nationally representative on key demographics for adults in England aged 45+. The online panel survey minimised the bias of socially desirable responding (no interviewers present) and question formats used face-saving techniques. Main political affiliations: Conservatives (C), UKIP (U), Labour (L), Liberal Democrat (LD). Results: Conservatives (76%) followed by LD (72%) were more likely to think a volunteer model was a good idea compared with UKIP (69%) Labour (63%). Labour supporters (65%) were most likely to think the volunteer model should not be necessary and the state should provide EOLC compared with U (54%), LD (50%), C (41%). Conservatives (56%) were most likely to think that family should fill the gaps in state EOLC provision compared with U (46%), LD (44%), L (41%). Conclusions: Political views on volunteering in EOLC are important a) in how to influence policy makers, dependent on ruling party and b) how to promote idea to population as messaging may have to be segmented and tailored to their political affiliation.
Transportation Research Part A-policy and Practice, Jul 1, 2016
In its neglect of cycling, the transport policy history of Great Britain is typical of many car-d... more In its neglect of cycling, the transport policy history of Great Britain is typical of many car-dependent societies. Policy inertia with respect to sustainable travel may be driven by the assumptions that, firstly, most households have access to the use of a car and are keen to preserve the mobility advantages the current system offers them, and secondly that environmental and health considerations should be subjugated to economic priorities. Thus, in spite of warm words about cycling, pro-car policies tend to dominate. Set against this policy backdrop, and taking the stance that public opinion can influence policy change, this paper reports the results of two large scale surveys of opinions regarding the practice of cycling and its role within society, carried out amongst samples of adults representative of Great Britain, in 2010 and 2013. Results indicated broadly positive opinions relating to cycling as part of society, albeit with these measures dropping slightly between 2010 and 2013. Opinions of cycling were found to be significantly linked to voting intention with, broadly speaking, a gradient of decreasing positivity when moving from the political left to right. These results imply a possible link of 'surface' opinions of cycling being influenced by underlying 'deep-seated' beliefs and values. These results are discussed in terms of policy options for pro-cycling groups wishing to influence the debate. Options include decoupling cycling from underlying belief systems and presenting simply as a form of everyday transport; promoting cycling as a solution to multi-social issues across health, the environment and economic considerations such as lower congestion; the pros and cons of demarketing car usage; and finally, changing underlying belief systems. It is concluded that pro-cycling advocates may be pleased with the broad support of cycling's contribution to society, but they may need to seek alliances with other environmental or health groups in order to turn these good intentions into genuine policy change.
International Journal of Nonprofit and Voluntary Sector Marketing, Jun 27, 2007
This paper explores the use of geodemographic population classifications to identify and predict ... more This paper explores the use of geodemographic population classifications to identify and predict 'hotspots' of Great Britain (England, Scotland and Wales) prone to greater than expected alcoholic liver disease. MOSAIC geodemographic codes were overlaid onto Hospital Episode Statistics (HES) for Great Britain. The HES data included gender, MOSAIC Type, MOSAIC Code, postal and local authority district, month and year of birth, ethnic origin, Primary Care Trust and GP code. Analysis demonstrated that some geodemographic classifications of the population were over-represented for alcoholic liver disease episodes. These groups had low socioeconomic and socio-cultural status, lived in areas of high deprivation and disadvantage. Manchester followed by Liverpool and Hull had the highest estimated patient group size in England and Hart, Surrey Heath and Wokingham the three lowest (indicating low expected levels of alcoholic liver disease compared with average). Analysis of the same data was also carried out at postcode level for Manchester indicating 'hotspots' for alcoholic level disease at street level. This analysis exemplifies the ways in which geodemographic data might be usefully applied to routine health service data to enhance service planning, delivery and improved targeting of information in harder to reach populations.
Young drivers are overrepresented in car crashes. The majority of those involved are young males,... more Young drivers are overrepresented in car crashes. The majority of those involved are young males, particularly those from areas of social deprivation. Such groups have previously proved resistant to attempts to modify their behaviour through fear appeals, punitive or educational measures. This project represents an attempt to apply social marketing techniques to see if an approach based on insight and engagement could succeed where traditional approaches had failed. The project focused on an area with relatively high levels of deprivation and involved young men with a history of driving and criminal convictions. Key features of the project were the use of in vehicle “black boxes” to record actual behaviour change and a bespoke training and assessment programme. Significant improvements in driving behaviour were observed and the techniques applied in this case indicate a potential future direction for interventions with such hard to reach groups.
The purpose of this work is to highlight what the authors regard as serious problems with the con... more The purpose of this work is to highlight what the authors regard as serious problems with the continuing dominance of a "hard science" view of what constitutes "top quality" research, and to present evidence that a "softer" approach will yield work that more closely aligns with the everyday reality of marketing. Design The authors used a contrast between the marketing discipline and chemistry to illustrate their concerns about the use of "hard science" in academic marketing. This was supplemented with analyses of academic marketing work already published to illustrate particular points. Findings We propose that academic marketers need to take a "horses for courses" approach and ground our research in the reality of the discipline. We debate different areas within the discipline of marketing and conclude that some areas may still respond well to scientific approaches, while others may benefit from a relaxation into interpretive approaches. We argue the need to concentrate more on reflecting a reality that is recognised by the wider marketing community, rather than getting wound up in methodological strait-jackets. To illustrate these points we consider the lack of recent progress in research on market segmentation and critique a "typical hard science paper". We summarize the reasons why it is wrong to apply a "hard science" approach on a carte blanche basis and argue for a more pluralist critical realist approach. Value The intention is that this commentary will promote the soft science stance as the most appropriate epistemology for mainstream academic marketing research Practical implications The contention is that the over-heavy trappings of science in much academic work has the effect of removing that work from practical norms. Therefore the practical
Telematics based insurance provides an opportunity to achieve further reductions in road trauma. ... more Telematics based insurance provides an opportunity to achieve further reductions in road trauma. In particular, it has the potential to reduce road trauma among young drivers, who are over-represented in crash statistics. This study investigates the largest collection of telematics data from Australian roads. We discuss the type of data that is available and show how driving behaviour differs between groups of drivers and changes in the early stages of licensing. Finally, we will discuss how this extensive database can be used in future research to significantly improve road safety in Australia.
Executive Summary • NHS Swindon has targets to increase the initiation and duration of breastfeed... more Executive Summary • NHS Swindon has targets to increase the initiation and duration of breastfeeding to 6-8 weeks and beyond. A number of interventions have been implemented to increase local breastfeeding prevalence, including the UNICEF Baby Friendly Initiative and the family nurse partnership. • Traditional health education approaches on their own do not appear to have much impact. Our own work and indicative results elsewhere position co-creation as a potentially highly effective strategy to use within deprived communities; its potential to embed behaviour change sustainably is clear. • Integrating programmes that address cultural perceptions of breastfeeding with targeted work aimed directly at vulnerable segments, which in turn are co-ordinated with strong ante and post-natal support, education programmes and peer supported group sessions will maximise the chances of increasing breastfeeding. • The UWE project team recruited women and some family members to individual intervie...
Political affiliation and population views on the role of family and volunteer carers to suppleme... more Political affiliation and population views on the role of family and volunteer carers to supplement state provision in end of life care in England Alan Tapp, Clive Nancarrow, Yvette Morey, Stella Warren, Julia Verne Background: In England politicians along the political spectrum promote volunteering but for different ideological reasons. It is clear that with the aging population, state end of life care (sEOLC) will need to be supplemented by family and volunteer carers. A qualitative study of people’s views on the role of volunteers to fill gaps in state provision of end of life care services elicited anger, especially from labour supporters who felt the state should provide. Aim: To investigate whether declared party political affiliation influences views on supplementary family and volunteer EOLC in addition to state provision. Methods: An online panel survey of 3,590 adults in England aged 45 years and over through YouGov, purposely sampled to be representative of the population of England with booster samples of those aged 70-79 and 80+ to permit reliable analysis of these groups. The boosters were weighted to ensure the total sample picture was nationally representative on key demographics for adults in England aged 45+. The online panel survey minimised the bias of socially desirable responding (no interviewers present) and question formats used face-saving techniques. Main political affiliations: Conservatives (C), UKIP (U), Labour (L), Liberal Democrat (LD). Results: Conservatives (76%) followed by LD (72%) were more likely to think a volunteer model was a good idea compared with UKIP (69%) Labour (63%). Labour supporters (65%) were most likely to think the volunteer model should not be necessary and the state should provide EOLC compared with U (54%), LD (50%), C (41%). Conservatives (56%) were most likely to think that family should fill the gaps in state EOLC provision compared with U (46%), LD (44%), L (41%). Conclusions: Political views on volunteering in EOLC are important a) in how to influence policy makers, dependent on ruling party and b) how to promote idea to population as messaging may have to be segmented and tailored to their political affiliation.
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