The challenges of collecting data through real-world experiment in the context of a worldwide crisis

The transition to sustainable mobility requires significant shifts in public transport usage. This paper examines methodological challenges encountered during a failed real-world experiment aimed at leveraging loyal customers as multipliers through a "Tell-a-Friend" campaign. While field experiments are often considered the gold standard for organizational research, our study reveals fundamental tensions between scientific rigor and practical implementation. Through systematic analysis of a campaign conducted with a German public transport operator in autumn 2022, we identify three critical challenges: corporate requirements leading to experimental message dilution, resource-intensive implementation yielding minimal returns, and uncontrollable contextual factors including post-pandemic adaptation and policy changes. Drawing on these experiences, we provide recommendations for future real-world experiments in transport research, suggesting more flexible methodological approaches and clearer frameworks for academia-practice collaboration. Our findings contribute to broader discussions about conducting field research during periods of systemic change in public transport.