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focus groups<br />
In the research we conducted, we wanted to more accurately gauge community<br />
awareness of bike safety as well as I Am RVA’s brand awareness. We need to assess<br />
brand awareness in order to refine options for tactics. We also used our research to<br />
draw conclusions about the general understanding of bike safety. The summary of our<br />
findings is as follows:<br />
Neither cyclists nor non-cyclists have clear understanding of bike laws and safety.<br />
Our focus group consisted of both cyclists and non-cyclists. The participants did not<br />
seem to have any clear understanding of bike laws besides the general knowledge<br />
that motorists should remain three feet away from cyclists, and that cyclists were not<br />
allowed to use sidewalks.<br />
There needs to be more official means of disseminating rules and regulations pertaining<br />
to bike safety. The participants said they never saw any official explanation or signage<br />
of bike laws. We found that cyclists have seen information about the “three-foot”<br />
law mostly on bumper stickers.<br />
An education program would be the most useful way to bring about a positive change<br />
in the community. Several participants wanted neighborhood community and VCU<br />
community educational events throughout the year. In the past, bike safety and maintenance<br />
was taught as a part of physical education programs in Richmond public<br />
schools. Those in the focus group believed it would be a great part in educating the<br />
future riders.<br />
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