small sample size
"admittedly using a dubiously small sample size of 243 users"
This is roughly the same size sample that Haringey council in North London used as the basis for its 'Smarter Travel' policy - affecting over 200,000 citizens of the borough.
They held a poorly-advertised(*) 'smarter travel' event, to which small numbers of pro-cycling, anti-car people went ...and filled in the council survey forms.
(* The only reason I know about it, living just around the corner from where it was held in an obscure location, was that I happened to walk past that location that day)