Issues in the design and application of stated adaptation surveys to examine behavioural change: The example of Mobility-as-a-Service

Abstract

The wide usage of Stated Preference (SP) experiments for exploring and eliciting human preferences and its high relevance for marketing, economics, environmental or transportation field, has been discussed at length. Various SP methods are being employed as data collection tools to examine market demand and preference data. However, drawbacks of these methods include the issue of realism and relevance. In this chapter, we discuss these issues and suggest an integral approach to address them, using Stated Adaptation (SA) designs that can directly collect data on intended behavioural change. In this study, the SA experiment examines the mode-choice adaptation process of travellers in response to a hypothetical subscription to Mobility-as-a-Service (MaaS). The chapter discusses the relevance of SA techniques and their usefulness to estimate the propensity of behavioural change, as the result of an intervention, innovative in nature as MaaS is.