The latest study in the Department for Transport’s (DfT’s) research programme has segmented the adult (age 16 and over) population of England in terms of both attitudes to climate change and also actual transport behaviours. The study, conducted on behalf of the DfT by Kantar Public, included a robust large-scale survey of the general public, the findings from which were published in an interim report and accompanying dataset in December 2010. The survey was conducted by Kantar Public between 5 November 2009 and 27 June 2010.
In total, nine distinct segments or groups have been defined according to their transport behaviour, attitudes to transport, attitudes to climate change and the environment, characteristics and circumstances. The segmentation model report and accompanying datasets is available on the DfT website here: http://www.dft.gov.uk/publications/climate-change-transport-choices-segmentation
Please also see attached an accompanying poster illustrating the nine segments (also available via the DfT’s website).