Dr Magda Cepeda-Zorrilla

Dr Magda Cepeda-Zorrilla

The Department of Strategy and International Business
Research Fellow

Contact details

Address
City REDI, Ash House
142 Edgbaston Park Road
University of Birmingham
Edgbaston, Birmingham
B15 7ST
United Kingdom

Magda Cepeda Zorrilla is a Research Fellow within the Birmingham Business School, City-REDI. She joined in February 2019. She has a background in Sustainability and Transport and holds a PhD in Transport from the Institute for Transport Studies in the University of Leeds. Her main lines of research are related to the study of the factors that influence individuals’ travel choices and particularly focusing on the strategies to make travel choices more sustainable. In particular she has experience using qualitative and quantitative methods such as questionnaire surveys, interviews and focus groups and multivariate statistical analysis techniques.

She has previously worked as Research Assistant for the University of Leeds contributing to the analysis of the role of positive incentives to change travel behaviour and encourage the use of more active travel choices. Some of the topics she has recently studied are the psycho social aspects of modal choice and the use of social marketing techniques to segment the population and tailor transport interventions.

Qualifications

  • Research Fellow at City REDI
  • PhD in Transport, University of Leeds, 2017
  • MSc in Transport (Sustainability), University of Leeds, 2013
  • BSc (Hons) International Relations, National Autonomous University of Mexico, 2011

Biography

Magda Cepeda Zorrilla joined City-REDI in the University of Birmingham as Research Fellow in February 2019. She possess a BSc (Hons) in International Relations (2007-2011) where she wrote a Dissertation aimed to explore the International experience of the use of bicycle to reduce CO2 emissions and how developing countries could access to international funding to implement cycling as a part of the transport system. Following her University studies, she came to the United Kingdom to study her MSc in Sustainability in Transport (2012-2013) in the Institute for Transport Studies (ITS) in Leeds. Her dissertation was aimed to investigate the conflicts between pedestrians and cyclists using video footage. After the master she studied a PhD in Transport Studies in the same institute. Her main lines of research are related to the study of the factors that influence individuals’ travel choices and particularly focusing on the strategies to make travel choices more sustainable.  

During her PhD she worked as teaching assistant in the School of Geography for the undergraduate module “Inside European Cities” and in the ITS for the graduate modules “Computer Skills QGIS Course” and “Transport Planning and Policy”. In her last year as PhD student, she worked as Research Assistant for the Empower Project EU as part of the team from the ITS assisting in the research of the behavioural responses to novel positive incentives designed to encourage reducing car use. In this role she demonstrated understanding of sustainable travel behaviour and knowledge of sociological and psychological theories to explain people’s behaviour.

Her responsibilities included assisting with the preparation of a multinational survey, ability to design the survey using different online softwares, ability to conduct literature and evidence reviews, advance knowledge of methods for data collection and analysis, management and administration of research projects and initiative to disseminate research findings to academic and non-academic audiences.

After Graduating from her PhD (2014-2017), Magda worked as Graduate Consultant for a Transport Consultancy where she had the opportunity to contribute to diverse projects and also being member of the Green Team. Her responsibilities included analysis of the traffic impact (trip generation, trip distribution and trip assignment) of diverse Planning Applications (Outlined, pre applications, Environmental Scope, etc.) as well as the traffic impact from larger projects such as the HS2 Phase 2b. For the Social Marketing Research team she contributed in two different projects. First, for a Traffic Demand Management project, where she supported the team with the analysis of parking utilisation by mapping the utilisation rates and contributing to the report of findings. The second project was the Statistical Analysis a Public Consultations to inform policy makers.

Research

Current research interests are the analysis of the impact of Transport Infrastructure in Economic Growth and Productivity.

Previous main lines of research are related to the study of the factors that influence individuals’ travel choices and particularly focusing on the strategies to make travel choices more sustainable.

Publications

Cepeda-Zorrilla, M; Hodgson, F; and Jopson, A. (2019). “Exploring the influence of attitudes, social comparison and image and prestige among non-cyclists to predict intention to cycle in Mexico City”. Transportation Research part F: Psychology and Behaviour, Volume: 60, pp 327-342.

Marsden, G; Atkinson, P; Burkinshaw, J; Cepeda-Zorrilla, M; Edwards, H; Jones, I; Lucas, K; Mattioli, G; Palmer, K; Reardon, L; Wadud, Z; Whiteing, T; (Leeds) and Morley, J. (Lancaster) (2016). “Research for the TRAN Committee - The world is changing. Transport, too. Part I: New trends in transport demand and related impact on transport systems and patterns” by University of Leeds, Institute for Transport Studies and Florence School of Regulation – Transport. Series Study of the European Parliament; Policy Department of Structural and Cohesion Policies; Transport and Tourism; 2016/PE 563.400.

View all publications in research portal