The Department for Transport (DfT) has developed a set of transport user personas to help understand the needs, preferences, and behaviour traits of different passengers and ensure the transport system works for everyone. They have developed 12 different personas to reflect 9 groups of people.

 

These segments were developed from existing research that was validated and updated by a large-scale survey and ethnographic research in 2022, covering the population aged 16 and over in England only. They break up the population into smaller clusters to define their individual traits when using transport.

Read the full story: Transport user personas: Understanding different users and their needs