DATA-DRIVEN INTEGRATED TRANSPORT SOLUTIONS - USING PERSONAS IN POLICY-MAKING

数据驱动的集成交通解决方案 - 在政策制定中使用人物角色

• 批准号: 2763665
• 金额: --
• 依托单位: University of Nottingham
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2022
• 资助国家: 英国
• 起止时间: 2022 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2763665
• 关键词: DATA; DRIVEN; INTEGRATED; TRANSPORT; SOLUTIONS

Transport is an enabler for all daily activities in our society and is essential to national economic development. Transport also influences wellbeing directly and indirectly, including enabling access to significant life necessities and activities, promoting physical mobility, and fostering infrastructure development (Delbosc, 2012). Thus, improving the transport system not only enables social and economic development but also enhances wellbeing and equality (Chatterjee et al., 2019). The Government committed to providing public services to all members of society and distributing investment and financial capital to the programmes, places and communities that require it most (Civil Service, 2022; HM Government, 2022). However, expressed sentiments, attitudes, preferences, and behaviour among passengers vary for several reasons (Mooradian & Swan, 2006). To conduct these public engagements, it is necessary to comprehend the behaviour, demands, and preferences of various population groups, to provide the most appropriate intervention, and to identify the most vulnerable groups that should be prioritised.Persona is a powerful tool for communication and interactive design (Caballero et al., 2014), which could be utilised as a design tool to create user-centric policies and services (Gonzalez de Heredia et al., 2018). The research aims to examine how data from different sources can be manipulated to comprehend the travel behaviour of distinct demographic groups and support the policy-making process. The two main research questions are:How can data combined from multiple sources be manipulated to deepen the understanding of travel behaviour of different personas.How can personas be used to support evidence-based policy making. The research will be explored and developed in partnership with colleagues from Department for Transport (DfT), focussing on the context of the UK domestic transport system. In investigating the relation between policies on personas, policies will shape the transportation system. Analysing the impacts of policies on personas could be accomplished by reverting to the classic problem in human factors: examining the interaction between the personas and the system designed by the policies. The social-technical framework designed by Davis et al.(2014) and the "onion model" revisited designed by Wilson & Sharples (2015) will be applied to analyse the relationship between personas (people) and related elements shaped by policy (technologies, culture, process, infrastructure, goals). The research will be divided into two parts. The first section is devoted to investigating the interaction between travellers' personas and other elements in transport system. Multiple data sources including national survey data source (2002 - 2021), the UK census data (to 2022), and other digital footprint data will be used to widen and deepen the narrative of DfT personas.In the second phase of the research project, a qualitative approach employing human factors methods and policy analysis will be used to examine the application of personas in evidence-based policy making. A framework that measures and compares the impacts of different policy options on different personas will be created. Instead of recommending a particular policy, the research will concentrate on improving decision-making techniques. Thus, the research can fill the gap in knowledge regarding the use of personas in design, particularly how personas can positively impact policy-making processes.

交通运输是我们社会所有日常活动的推动者，对国民经济发展至关重要。交通还直接和间接影响福祉，包括获得重要的生活必需品和活动、促进身体流动性以及促进基础设施发展（Delbosc，2012）。因此，改善交通系统不仅可以促进社会和经济发展，还可以增强福祉和平等（Chatterjee et al., 2019）。政府致力于向社会所有成员提供公共服务，并将投资和金融资本分配给最需要的项目、场所和社区（Civil Service，2022；HM Government，2022）。然而，由于多种原因，乘客表达的情绪、态度、偏好和行为各不相同（Mooradian & Swan，2006）。为了进行这些公众参与，有必要了解不同人群的行为、需求和偏好，提供最适当的干预措施，并确定应优先考虑的最弱势群体。Persona是沟通和交互设计的强大工具(Caballero et al., 2014)，可以用作创建以用户为中心的政策和服务的设计工具(Gonzalez de Heredia et al., 2018)。该研究旨在研究如何操纵不同来源的数据来理解不同人口群体的旅行行为并支持政策制定过程。两个主要研究问题是：如何操纵来自多个来源的数据组合，以加深对不同人物角色的旅行行为的理解。人物角色如何用于支持基于证据的政策制定。该研究将与运输部 (DfT) 的同事合作探索和开发，重点关注英国国内运输系统的背景。在研究人物角色政策之间的关系时，政策将塑造交通系统。分析政策对角色的影响可以通过回到人为因素中的经典问题来完成：检查角色与政策设计的系统之间的相互作用。 Davis等人（2014）设计的社会技术框架和Wilson＆Sharples（2015）重新设计的“洋葱模型”将用于分析角色（人）与政策（技术、文化、流程、基础设施、目标）塑造的相关要素之间的关系。研究将分为两部分。第一部分致力于研究旅行者角色与交通系统中其他要素之间的相互作用。包括国家调查数据源（2002年至2021年）、英国人口普查数据（至2022年）和其他数字足迹数据在内的多个数据源将用于扩大和深化DfT角色的叙述。在研究项目的第二阶段，将采用采用人为因素方法和政策分析的定性方法来检验角色在基于证据的政策制定中的应用。将创建一个框架来衡量和比较不同政策选择对不同角色的影响。该研究将集中于改进决策技术，而不是推荐特定的政策。因此，该研究可以填补有关在设计中使用人物角色的知识空白，特别是人物角色如何对政策制定过程产生积极影响。