Users of transport have different needs, preferences and behaviour traits.
To capture this diversity, we have developed 12 different personas to reflect 9 groups of people – also known as segments.
These segments were developed from existing research that was validated and updated by a large-scale survey and ethnographic research in 2022. They break up the population into smaller clusters to define their individual traits when using transport.
Typically, each group is represented by 1 persona (a fictional character) that provides us with an illustration of the people that belong to that segment. But some are represented by 2 personas to display diversity.
The research covers the population aged 16 and over in England only.
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