MAX, where do you go

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MAX, where do you go?

• Karl-Heinz Posch
• ECOMM 2007 Lund, 11 May

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What is MAX?

• EU research project in the 6th framework
  programme
• 6.2 Sustainable Development
• 1.6.2 Sustainable Surface Transport Objective
• 3.1.1.1.3 Advancing Knowledge on innovative
  measures in urban transport
• Integrated project
• Successful Travel Awareness Campaigns an
  Mobility Management Strategies
• Follower of Momentum/Mosaic (4th FP 1997), MOST
  and Tapestry (5th FP 2002)
• 3 years duration, started in Oct. 2006 and lasts
  until September 2009
• 25 partners in 14 countries, budget 3.7 million
  Euro

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Who is in MAX?

• Universities Athens, Thessaloniki, Magdeburg,
  Giessen, Edinburgh, Lancaster, Maribor, Krakow,
  Vilnius
• Research organisations with practical background
  FGM-AMOR (Coordinator), CNRS, M21, ILS, FIT,
  Trivector, Synergo, Traject
• Small demonstrators Tallinn, Kortrijk, PT of
  Lazio region, Almada/Ageneal
• Other Lyle Bailie (Marketing), Austrian
  Standards Institute
• Open for additional (subcontractor) partners and
  experts (e.g. Timo Finke, Eric Schreffler)

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Content Workpackages
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Integration Workpackages
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Where are we now?

• The State of the Art-phase is just finishing
• Over 300 case studies and projects have been
  analysed
• There are 4 State of the Art reports for each of
  the 4 research fields (each about 25 pages)
• There is one comprehensive State of the Art
  report
• We entered the Research-plan phase to be
  finalised end June
• Materials are and will be accessible through
  EPOMM and the MAX-website
• Epomm.org and max-succes.eu

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WPA - Innovation in Travel Awareness

• Analysis of campaigning, advertising, social
  marketing (also in non mobility fields)
• How do they work, evaluation, underlying theories
  
• Definition, priorisation and selection of main
  research questions
• Campaigning the campaign
• Credibility of the message giver
• Campaign design emotional vs. rational
• Transferability of non transport campaigns
• Underlying behavioural model of campaigns
• Combination of hard and soft measures
• Impact of cultural background
• Linking awareness raising with education

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WPB - New tools for practitioners

• Analysis of evaluation, underlying theories,
  reliability of existing models and evaluation
  techniques and results
• The main research gaps have become quite clear
• Theory gap there is no systematic gathering of
  knowledge
• Method gap evaluation is most often inadequate
• Formation of task forces
• Development of a standard model of behaviour
  change
• Development of a categorisation system of
  behavioural change techniques
• Based on this, conduction of an own evaluation
  study
• Development of a new predictive tool
• From this adaptation of tools like SUMO, SARA,
  MOST-MET, COMMUTER to be of good use to
  practitioners

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WPC - Standardisation of MM

• Analysis of existing quality management systems
  and their application in general and in transport
  (EFQM, TQM, ISO 9000 etc.)
• Conclusion comprehensive quality management can
  be applied in MM and should be further developed
• Main research topics
• Which of the analysed systems is best for MM
• Should QM in MM be incorporated in other QM
  systems (e.g. environment) or stand alone
• Benefits and barriers for implementation of QM in
  MM
• Which elements of MM should be included into the
  QM process
• How to maintain integrity and credibility in the
  QM process
• Development of a MM audit system for smaller
  cities (below 200.000)
• How to sell QM in MM to practitioners

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WPD - Integration of MM into planning

• Analysis of theory and practise of integrating
  Land Use Planning with transport and MM (gt it is
  mostly at an early stage)
• Differentiation of the research into planning
  levels national level, urban level, site level
• Main research topics will be
• Under which conditions is the market willing to
  accept MM regulation
• What could be the place of MM in the different
  levels, stages and instruments within the spatial
  planning (SP) process?
• How do framework conditions influence the way in
  which MM can be integrated with SP in different
  member states? Where these conditions act as
  barriers, how can these barriers be overcome?
• What are the (quantified) benefits of integrating
  MM with the planning process for developers,
  for site users and for planning authorities - and
  how do we sell these benefits to them?

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My hopes for MAX

• Improval of the quality and impact of MM
• Contribute to prove the validity and success of
  MM
• Achieve the necessary standardisation, especially
  of evaluation (and leave away the unnecessary)
• Open new fields, especially in connection with
  planning
• That we will be able to bring the results to
  many, many persons and organisations

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What can you contribute?

• Were open for suggestions and new inputs
• We do not want to reinvent the wheel
• Provide data
• Adapt your evaluation
• Access the website and get into contact
• Take part in workshops, discussion groups
• Spread the information, the news

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Thank you !Karl-Heinz Poschwww.max-success.e
u