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In the July 2012 issue of Digital Camera, in the Master the Art of Travel section, it's suggested to use between 0.25 and 1 second to blur the movement of people (as long as they aren't stationary. They give an example image, which isn't too far away from your example. So I'd suggest that your 10-30 seconds is far too long.
I guess you could experiment with how long it would take you to take a stride (like those in the photo are doing), but it would probably be similar to the timings above.
HTH
Nick
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