Pilots and Shifting Public Sentiment: Evidence From e-Scooters in Eugene (OR)

Pilot projects are an increasingly popular tool for dealing with opposition to new ideas. The premise is simple—let experience change minds—but it belies considerable uncertainty. How do opinions evolve during a pilot project? How do planners make sense of shifting opinions, and what strategies do they employ to successfully navigate through it? In this study, we took a longitudinal lens to explore these dynamics in the context of a single project: a shared e-scooter pilot in Eugene (OR). We surveyed the public before, during, and after the pilot, focusing on respondents’ overall support for the pilot and their views on its positive and negative attributes. We complemented survey responses with interviews of local practitioners before and during the pilot to explore how they made sense of shifting public opinions and how they worked strategically to help the project succeed. We found that direct experience as a rider tended to increase support, though it could sour initial support if someone had a bad experience like a crash or other issue. For nonriders, mere exposure to e-scooters improved perceptions on average for those who were initially most skeptical. However, exposure tempered expectations for those who were most enthusiastic at the outset. Well-run and well-received pilot projects can help overcome initial public opposition to new policies or projects. Planners should use four strategies to maximize the potential of their pilots. First, conduct meaningful outreach to build trust and create space for change. Second, rather than relying on unsolicited public input, most of which is likely to be negative, systematically survey the public to gauge overall support. Third, carefully correct common public misconceptions. Fourth, help public officials ride the wave of public opinion including interpreting and responding to initial opposition.