In order to target effective and efficient outreach that results in behavior change, the Regional Travel Options Program sought to understand the real and perceived barriers and benefits to changing travel behavior for all types of trips. In response to this need the PRR team designed and implemented a three phase research approach. Phase 1 was a literature review of relevant articles, reports and studies dealing with the benefits and barriers to changing travel behavior. This review included reports from other communities, database searches, trade publications, academic articles, and a review of attitudes and marketing research performed by the project partners over the last 10 years. The results of the literature review provided direction for the Phase 2 qualitative research involving focus groups. The results of the focus groups provided direction for Phase 3, a more broad-based telephone survey of those who use and do not use alternative travel modes in the Portland metropolitan region. The research provided Metro with specific marketing strategies for specific markets clusters in regard to 26 potential motivators to use alternative travel modes. The alternative modes included bus, light rail, FlexCar, streetcars, carpooling, vanpooling, biking and walking.