Institute for Road User Analysis (in Danish: Institut for Trafikantanalyser) carries out analysis of road users' behavior and attitudes.
2011-2015 we undertook a project uncovering which "voluntary" factors that influence whether the individual choose to go by car, by public transport or by bike.
It is known - end evident - that factors like distance, price, physical ability and access to a car influences the mode choice. It is also to some extent known and accepted, that mode choice furthermore is influenced by other elements of attitude and/or emotional character.
What at the moment is not very well described is how these attitude-factors and, in turn, the mode choice, is influenced by the messages we receive. We have looked deeper into this in a series of user investigations.
A pilot study (survey with 2,379 responses) with the two pictures shown above was carried out April/May 2012. A few results can be seen here.
Another major survey (3,674 responses) with the seven pictures shown above was carried out May 2013. See extract of results here (leaflet presented at Velo-city in Vienna 11.06.2013), a summarizing article (sent to Velo-city 2013 After Magazine) here, a more comprehensive paper (from the Trafikdage i Aalborg conference 26.08.2013) here and an article from Copenhagenize 14.10.2013 here.
The project is supported by the Road Directorate - see the overview (page 7 near bottom) here.
Project responsible is Thomas Krag with the following contact info.
A more detailed project description can be found here (in Danish) or here (in English).