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353-Choose Your Adopter: Redefining the AV Early Adoption Archetypes 

Date and Time: Wednesday, July 12, 2023: 1:30 PM - 5:00 PM
Location: Continental 7-9

Session Moderators and Organizers

MODERATORS
Allanté Whitmore, PhD, Director, AV Initiative, SAFE
Leah Kaplan, PhD Candidate, George Washington University

ORGANIZERS
Allanté Whitmore, PhD
Johanna Zmud
Leah Kaplan

TRB Sponsoring Committees and Partners

AEP35-Standing Committee on Effects of Information and Communication Technologies (ICT) on Travel Choices

Session Description and Agenda

DESCRIPTION

Visualize an early adopter of AVs. You probably see a young, highly educated, high earning individual in an urban area, as does most academic or market research. Is this a given? This workshop examines who can be an early adopter and why. To whom an innovation is introduced is important. When mobility providers tailor offerings to a specific early adopter profile, they exclude other potential early adopters and limit their use cases. This not only constrains scalability because of a biased depiction of demand, but also raises the issue of equity. We explore this topic through presentations and an interactive game with prizes.

AGENDA

[10 Minutes] Session Introduction
[10 Minutes] - Johanna Zmud- Primer/Re-Education on Theory of Diffusion of Innovation and the Scale of Adoption
[75 Minutes] - Panel Presentations + Discussion
Panel Members
Private AV Company Piloting/Deployed catering to traditional Early Adopters
AV Company Piloting Nontraditional Adopters
Early Adopter Demographic and Behavioral Researcher
10 Minute Presentations for Each Speaker/ 30 Minute Moderated Discussion / 15 Min Q&A
[15 Minutes] Break
[30-45 Minutes] Choose Your Own Adopter Activity
[15 Minutes] Summary/Give out Prizes

Session Objectives

The objectives of this workshop are to:
- Fundamentally investigate the imminent demand of automated mobility
- Convene policymakers, researchers, planners, mobility providers, and AV automakers to reconsider mainstream trends in AV early adoption
- Construct user groups and use cases that point to sustainable scalable growth for automated mobility
- Identify research needs for data-driven policy interventions