(Where’s the Data?)
I recently wrote an application for funding which centred on supporting sustainable travel choices amongst parents with young children. From speaking to friends with children, I felt I had a good grasp of their travel experiences, but I was conscious that they comprised a pretty narrow demographic – mostly urban professionals in their mid-thirties. With this in mind, I started searching for some quantitative data in an attempt to understand the bigger picture. Perhaps not unsurprisingly, I struggled!