MOVE: Data Accuracy
The models that are the basis of MOVE measure the entire trips of the resident population in a single day. This provides detailed travel patterns at each point across the market e.g. stretch of road, local train station and shopping centre. These results can be compared to verified counts wherever possible to help calibrate the model.
As the graph below shows at a single location variations of +/-10% for major infrastructure through to +/-25% occur.
At a campaign level this variation reduces to around +/-3% because the entire travel for the market is included in the model, meaning that if one location is high, another location(s) will be lower.