The Government of the Netherlands wants to be energy neutral by 2050 (Rijksoverheid, sd). A transition towards nonfossil energy sources also affects transport, which is one of the industries significantly contributing to CO2 emission (Centraal Bureau Statistiek, 2019). Road authorities at municipalities and provinces want a shift from fossil fuel-consuming to zero emission transport choices by their inhabitants. For this the Province of Utrecht has data available. However, they struggle how to deploy data to positively influence inhabitants’ mobility behavior. A problem analysis scoped the research towards data to stimulate cycling. Three interviews, desk research and a survey revealed the gap between the province’s current data-item approach that is infrastructure oriented and the required approach that adopts traveler’s personas to successfully stimulate cycling. For this more precisely defined captured data is needed and the focus should shift from already motivated cyclists to non-cyclers.