Agenda

First result achieved in the context of the Interreg Italy-Croatia MIMOSA project, by the research group assisted by prof. Stocchetti: this is D. 3.1.2 Segmentation analysis.

The MIMOSA Project has the goal of improving the quality and sustainability of cross-border and coastal passengers’ mobility between Italy and Croatia and bases its outputs on an in-depth knowledge of the demand for cross-border transport in the programme area. The specific role of WP3 in the project is to identify and spread sustainable solutions on the basis of an up-to-date knowledge about travels’ demand and offer, as well as to propose an action plan for a sustainable transport planning model. 

Within the MIMOSA project the segmentation analysis is focused on the identification of needs that can be satisfied through the improvement of the quality and sustainability of services to travellers. Segmentation analysis consists in dividing a population of individuals into categories that present a relative homogeneity of behaviour, choice processes and preferences within each category.

The goal of such a process is to build a “preference map” aiming at aligning the characteristics of the offer as much as possible with the variety of needs expressed by the demand.
D. 3.1.2 contains the synthesis of the qualitative segmentation analysis carried out through a questionnaire among a sample of actual and potential travellers, as well as operators and experts, interviewed regarding their knowledge of the main phenomena concerning travel behaviour and choices. It contributes to the territorial challenges tackled by the project through providing knowledge about travellers’ behaviour and habits that is preliminary and propaedeutic to the transport demand analysis and to the behavioural analysis. 

The peculiar approach of the MIMOSA project makes use of this segmentation analysis in the perspective of improving the sustainability of transport also from the 
point of view of appreciation by the demand side instead of a purely supply-side planning.