Research Whitepaper/Secondary

“85% of road users, cyclists and motorists, feel they need to remain alert while using Canadian roads…”

Secondary research lead to articles regarding cycling safety, road safety, City of Toronto’s cycling resources, but not many regarding ethnographic research. Whilst sifting through some statistics from polls that were conducted by CAA (Candian automotive association) in 2021, an eye-catching statistic was revealed:

“To keep everyone safe, most Canadian road users (85 per cent) feel both motorists and cyclists need to remain alert and not distracted while on the road.”

Correlating major insight(s) from primary research

Theme 1: awareness

• Blind spots can cause accidents (motorists and cyclists)

• Sensory overload computing surrounding environmental data

• Fear of not being aware enough

Theme 2: risk

• Familial responsibilities

• Injury + recovery

• fatality

Theme 3: positive health benefits

• Mental health improved from exercise

• Physical health conditioning