A cycling simulator in virtual reality (VR) as a new survey tool to study bicyclists' behavior, perceptions, and preferences in different environments. VR provides a better understanding of non-existent designs, which has been always a limitation of classic survey methods in transportation engineering. The proposed user-centered approach provides evidence-based design guidance which enables transport engineers and urban designers to evaluate the impact of their plans on travel behavior before the infrastructure is actually built. Furthermore, it can be used as a framework for public engagement to interact with non-specialists.