During the last years, the concept of social marketing has become central to part of the research connected to the goal of making public transport, walking, cycling, but also the acceptance of traffic safety measures more attractive. The concept of "marketing" is often used erroneously in the public: the part of the communication with the target groups is taken as pars pro toto by many. However, what is often forgotten by practitioners involved in marketing is that, according to the marketing theories, every measure has to be based soundly on information work: "information work" refers to the efforts made to collect as much information as possible about the target groups. He/she who wants to plan measures does so on basis of what he/she has learned about the users´ characteristics, their situation, their NEEDS and interests. The paper offered here deals with the part of information policy where it is tried to learn about needs and interests. From a psychological point of view the interesting thing is that qualitative methods are needed to learn about needs and interests, and a discussion of different results when using standardised instruments in comparison to qualitative mesures - e.g., narrative interviews - will be lead.Institute of Transport and Logistics Studies. Faculty of Economics and Business. The University of Sydne
