Modelling and Assessment
Even with deep thought and research, it is not always possible to foresee how users will react to campaign initiatives. Sometimes campaigns have fallen flat or in the worst cases have backfired and needed to be withdrawn. Messaging is particularly difficult with cycling, as people with conflicting viewpoints may be ready to be loudly outspoken to criticise or pick holes in campaigns. Some cyclists themselves are also sceptical of the value of campaigns and would prefer attention being directed at infrastructure only. Getting users - both existing cyclists and sceptical car drivers - involved in the design of campaigns can help foresee such reactions.
Involving target audiences at an early stage
Messaging or approaches can be refined or changed, or the methods to broadcast them can be refined and made more effective. This increases the resonance with target audiences. Cities in Handshake will look at how information and campaigns on topics such as wayfinding, games, and cycle parking can be improved through greater user input on prototypes prior to their launch.