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Technical report: Transport Choices Segmentation and personas

Status of Publication: Published/Completed
Date produced: 2023
Commissioned/Funded by: Department for Transport
Authoring organisation/Author affiliation: Ipsos
Type of Resource: Research
Impairment area(s): Pan-impairment
Transport mode(s): Unspecified
Journey stage: Unspecified
Region: England (all regions)

Document summary

The Department for Transport (DfT) wanted to develop a set of transport user ‘personas’ as a tool for embedding user-centred thinking in its work. This report details the technical approach taken for this study. It covers the steps taken to verify the Travel Choices Segmentation in 2022, the qualitative techniques used to recruit participants within each segment, and the methods used to bring the segments to life in a set of personas. The purpose of this report is two-fold: 1. to outline the methodology undertaken for the study and provide a summary of the steps taken in the development of the personas to allow interested parties to draw confidence that the study is robust and has validity. 2. to provide clear instructions of the process outlined above for those wishing to replicate/adapt the study.

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