Callaham, MalikGuru, KrishShumate, PatriceTurnbull, OwenVeldurthi, SravyaFinal Project for INST490: Integrated Capstone for Information Science (Spring 2023). University of Maryland, College ParkThis 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.en-USNational Center for Smart GrowthPALSUniversity of Maryland Department of Transportation ServicesMicromobilityCampus SafetyReport