Ontario By Bike has been working on trying to identify who cyclists are for a number of years. Previously, the profile has come from a variety of sources including surveys, brochure requests and event data. In 2018, Ontario By Bike teamed up with Regional Tourism Organization 7 (BruceGreySimcoe) to take a deeper look at who “cyclists” were by using postal code data from OBB and Environics Analytics PRIZM5 segmentation and other data sets licensed by RTO7.
This work has helped to identify and verify who cyclists are and will help build new cycling products, and create more informed marketing plans.