Bikeability Brand Research

This report looks at the findings of research which aims to understand the perception of the Bikeability brand among parents. The research was conducted through an online questionnaire with parents of children in school years 5 and 6. The main objectives were:

• To understand the perception of the Bikeability brand amongst parents – awareness,
brand associations.
• To establish access and uptake of Bikeability training, reasons for this, and
communications channels involved.
• To help support and inform the development of communications activities for the coming year – identifying messages and communications channels that are effective with or preferred by parents.

Key findings:
• More than eight in 10 respondents with 10-12 year old children thought that formal cycle training schemes were important for their children, including more than four in 10 who thought they were very important. This was especially true for those aware of Bikeability.

• The main perceived benefit of formal cycle training schemes was improved road awareness, with two thirds choosing this first, over improved riding skills, health and fitness, and confidence.

• Overall, one in six respondents said their child had received Bikeability training,
equivalent to half of those receiving any training at all.