Many companies use mobility surveys to collect data for sustainability reports, site decisions, or mobility management. However, 20+ questions, complex tables, and dull design lead to low participation rates and limited insights.
Mobility Surveys 2.0 address this by being compact, engaging, and contextually personalized for both individuals and locations.
The Drawbacks of Traditional Mobility Surveys
- Too long: Employees lose interest after a few minutes.
- Too standardized: Generic questions unrelated to workplace or daily routines feel irrelevant.
- Too complex: Data from surveys is used for quantitative calculations like CO₂ emissions, yet questions are often confusing.
- Too detailed: Excessive detail can overwhelm respondents.
- Too boring: Lots of text and lack of visual elements discourage participation.
A study published by Cambridge University Press showed that shorter questionnaires lead to higher response rates (Kost & Correa da Rosa, 2018).
Mobility Surveys 2.0: Success Factors
1. Personalization
Questions must match the workplace and context. Urban employees with good public transport need different answer options than rural employees.
Learn more in this blog post.
2. Design
Attractive design with colors, icons, and progressive elements improves participation. Mobile optimization is essential, especially for employees without standard computer access.
3. Engagement
Employees want to know what happens with their answers and what actions will follow.
Successful surveys include a feedback loop, e.g., infographics of collected results.
4. Integration in the Company
Surveys work best when integrated into broader sustainability strategies, such as CSRD reporting or mobility programs.
Technical Tools: GPS, Apps & More
Paper surveys are outdated. Modern tools provide objective data collection, but higher tech doesn’t always mean better data.
GPS-Based Data Collection
GPS tracking allows precise recording of commuting routes without complex calculations by respondents (Costa et al, 2023).
Smartphone Apps
Apps collect additional data like location and acceleration. Users can categorize and correct recorded trips, creating a detailed travel diary (McCool et al, 2021).
⚠️ Consider Costs and Effort
Large-scale or scientific studies often use advanced technologies, which usually require significant resources.
Key Considerations:
- Simple technology where possible: Is the workforce equipped with company smartphones? Then GPS may be viable.
- IT affinity: Employees interested in tech and digitalization adapt faster. Otherwise, stick to email surveys.
- Data privacy: GPS tracking must comply with GDPR, but resistance can occur.
Case Study: foama’s Tech Mix
foama uses various digital tools, but currently not GPS tracking.
Value arises when answers are contextualized to the workplace, peers, and statistical benchmarks.
💡 Benefits of foama’s Approach
- Raises awareness and interest in sustainable mobility.
- Provides a robust data foundation for HR, mobility, and facility management decisions.
- High likelihood of successful measures since employees contribute ideas and preferences.
Conclusion: From Burden to Value
Traditional surveys often yield shallow data. Mobility Surveys 2.0 are short, relevant, and user-friendly, turning employee feedback into actionable insights.
