NEWS8 June 2009

TNS to lead DfT study on climate change

New business UK

UK— A TNS-led consortium has scooped a contract from the Department for Transport (DfT) to investigate whether people’s attitudes towards climate change are affecting their travel preferences.

The firm will work with public policy consultants People Science & Policy, travel planners JMP Consultants and the University of Bath’s Centre for Travel and Psychology to complete the 18 month-long segmentation study.

TNS will begin work this month with 3,500 random probability, face-to-face interviews, based on a bespoke quantitative survey questionnaire. After the fieldwork, TNS will then develop a full segmentation model based on respondents’ attitudes, motivations, lifestyle attributes and behaviours relevant to climate change and travel.

Douglas Dalziel, a director at TNS, said: “The model we have proposed will identify segments based on attitudes and behaviour and then quantifty the scale of each segment within England’s population. These insights will inform government policy and will also support the development of social marketing strategies to help reduce CO2 emissions from transport.”