This report by the iSchool iConsultancy Qualitative Marketing Impact Assessment team was completed in partnership with the University of Maryland Department of Transportation (UM-DOTS). Our specific clients are Marta Woldu, Assistant Director of Sustainability, and Emily Hunter Cosci, Assistant Director for Marketing and Communications. UM-DOTS is in College Park, Maryland, and is responsible for ensuring safe, reliable, and sustainable transportation services to the College Park community. Recently, they launched a safety awareness campaign focused on informing and understanding the demographics, behaviors, and safety habits of students, staff, and faculty who use the micro-commuting options available on campus. This safety effort is particularly important as there has been a rise in micro-commuter-related accidents on and off campus, and UM-DOTS would like to know the factors that are contributing to that increase. This report’s goal is to provide the UM-DOTS with qualitative data and information regarding rider behavior from micro-mobility users and to provide recommendations where possible that contribute to a safer environment for transportation in the College Park community.