Traffic data is the invisible current that powers our transportation infrastructure. While we often take the numbers for granted, they form the very foundation of every operation a Department of Transportation performs, from initial design and construction to daily operations.
In the latest episode of our podcast, Unboxed, we sit down with SRF experts Liz Stolz, Steven Jessberger, and Justin Sebens to explore why counting traffic is more critical now than ever — and how new technology is changing the game.
Beyond the Spreadsheet: The Evolution of Technology
Traffic monitoring once relied on manual counts or “road tubes” that punctured holes in paper to record vehicle strikes. Today, the industry has undergone a transformative shift toward AI and video technology.
“We can uniquely classify over 2,000 different types of vehicles going across a loop,” says Steven Jessberger, noting that this level of detail was once impossible. By leveraging video and AI, our teams can now achieve significantly more accurate counts without requiring staff to step into hazardous roadways.
Predicting Safety with “Near-Miss” Data
One of the most exciting advancements discussed is near-miss technology. Traditionally, agencies relied on historical crash records to identify dangerous intersections. However, if a location “looks fine on paper” despite public concern, new AI tools can analyze vehicle trajectories to identify conflicts before a crash occurs.
Justin Sebens explains, “We can look at that near-miss piece, and all of a sudden it’s like, ‘Oh my gosh… there’s 50 crashes a day that could have happened here.’” This allows for proactive engineering rather than reactive repairs.
The Power of the “Data Wrangler”
At SRF, we advocate for the “collect once, use many times” philosophy. By acting as “data wranglers” — professionals who know where data exists and how to format it for sharing — we help our clients and partners save both time and taxpayer dollars.
“If you don’t count, you’re not counted. So it’s a really important thing to make sure that your agency is doing, because everybody needs that foundational data,” says Liz Stolz.
Why It Matters
From helping retailers like Cracker Barrel or Starbucks choose the right site to assisting state agencies in designing longer-lasting pavements, quality traffic data is essential for informed decision-making. As we move forward, we continue to leverage these nontraditional data sources to build safer, more efficient communities.
Don’t Forget to Subscribe!
You can find “Unboxed: The SRF Podcast” on all major platforms. Subscribe and listen on:
Disclaimer
The views and opinions expressed in this podcast are those of the speakers and do not necessarily reflect the official policy or position of SRF Consulting Group. This podcast is for informational purposes only and does not constitute professional engineering advice. Listening to this podcast does not create a consultant-client relationship. Always consult with a qualified professional for your specific project needs.