Behavioural research
Behaviour focuses on all aspects of a journey: sustainable travel, such as destination and modality choices, safely designed roads, safe traveller behaviour, such as distraction and drink driving, and orientation ("wayfinding") within an environment. Our research takes place from the perspective of the traveller, taking into account the possibilities and limitations of the human being.
Our expertise
Our specialists are experts in:
- conducting effect measurement and evaluation of measures aimed at behavioural change;
- carrying out policy research into behavioural measures (MaaS, ADAS, road safety);
- developing effective road safety measures and programmes;
- conducting road safety surveys with our Human Factors checklist and assessing road safety in the design stage;
- identifying trends and development of behaviour from data sources;
- researching preferences and perceptions of new products or technologies.
Integral approach to behaviour
We work integrally with our other traffic engineering disciplines. Our reasoning is based on people. We integrate this into the approach of our colleagues. A solution is therefore never just a behavioural measure, but an integral solution in which the behavioural approach forms the basis for a solution from a human perspective. This ensures better analyses and more effective measures.
The human factor: human factors and social influence
We put people first. Based on research and scientific behavioural models, we predict and explain traveller behaviour. We integrate this knowledge into a widely supported solution or advice. Our behavioural experts are experts in cognitive psychology (human factors) and social psychology.
Human factors
Human factors is about the way in which road user interacts with other road users and with systems such as the vehicle and infrastructure. It has a strong link with cognitive psychology and focuses on information processing and task load in explaining or predicting behaviour. Especially in today's mobility world, where speeds and complexity are increasing and new developments and innovation are important themes, the human factors approach is an indispensable expertise.
Social influencing
Social influence is about the influence of others on the thoughts, feelings and behaviour of the individual traveller. Behaviour such as drink-driving and speeding, but also mobility choices and sustainable behaviour, are strongly linked to people's willingness to display desired behaviour. In the world of mobility, this is what is often meant when we talk about influencing behaviour. From the perspective of social psychology, we advise how travellers can be persuaded to change their behaviour, for example through subconscious influence, education, campaigns and rewards or punishments.
Data to substantiate and explain behaviour
Reliable data are very important for decision making. We allign our data collection to your needs. We gather data ourselves using surveys, focus groups, expert meetings, choice experiments, experiential research, interviews and on-site research. We estimate (choice) models to better understand and explain behaviour and changes in behaviour. The results of this lead to an advice, or we use the results to provide insight into behavioural changes in our tools, such as our traffic modelling software OmniTRANS Expert.
We also work with other (existing) data sources. We use these data to analyse current behaviour and trends and developments in the travel behaviour of your target group. We make sure to get as close as possible to your target group, by cooperating with various parties certified in for example Facebook data and via representative online access panels.
