Origin-destination survey on the Highway 40 service road in Pointe-Claire

Optimizing cellphone data to learn about the various users’ destination on Highway 40 service road.

In collaboration with Telus Insights, CIMA+ was tasked with carrying out a traffic survey on the Highway 40 service road travelling through the City of Pointe-Claire.

For this origin-destination survey (O-D), the City asked CIMA+ to use an innovative approach, based on GPS or location-based services data, rather than on-site surveys, which is a first in Quebec.

Throughout the survey, a stringent process to protect users’ anonymity was followed.