For this unique project, Alta partnered with Behavioural Insights Team (the famed “Nudge Unit” from the UK) to apply findings from behavioral economics research to the challenge of increasing transit ridership.

The project culminated in a report that segmented the Vancouver, BC transit market into three key categories, and proposed research-backed innovative program elements that could “move the dial” on each group’s use of transit. Jessica is working with numerous public agencies around North America to advance the research and trial concepts in this report. This project was the recipient of the 2018 Excellence in Research award from the Association for Commuter Transportation (ACT).