Resources

A research study was undertaken, in 2002, to facilitate and monitor the effects of a personalised marketing demonstration programme in Birkenhead, Auckland, New Zealand. The research project involved three main components:

• a review of international practice and experience with personalised marketing
• a trial of the preferred personalised marketing approach with a selection of households in Birkenhead, Auckland
• monitoring and evaluation of the Birkenhead trial, based on the results of before- and after-surveys (using travel diaries).

The results achieved in the trial were similar to those obtained in other personalised marketing programmes.

Keywords: buses, cars, cycling, marketing, New Zealand, public transport, road, safety, traffic, transport modes, walking