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Behavioural Science in Transport

Seminar

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This free-to-attend seminar will introduce behavioural science and insights, indicating the huge scope for applying them in transport. The seminar will be useful to system designers, transport planners, local and national government officials, and anyone with an interest in transport, especially from a people perspective.

Date and Time

05 November 2018 - 09:30-17:00

Location

London, United Kingdom - icon_popup  (See map)

Organiser

Organised by the Automotive & Road Transport Systems TPN. Contact Ashley Rowe at ARowe@theiet.org or on +44 (0)1438 765537 for more information.


About this event

The seminar will introduce behavioural science and insights, indicating the huge scope for applying them in transport. It will explain how they have been applied in real situations, using a people-centred approach, showing how technological advances will change the way we travel.

Topics to be addressed include:

  • Results from behavioural insight trials, including how these insights and people-centred approaches are being embedded at DfT.
  • Gamification and active travel.
  • Behaviourally-informed interventions at Highways England
  • Cyberhygiene and human issues in cybersecurity.

A list of the speakers and bio's (please note this opens as a word document).

Programme

09:30  Registration and refreshments       

10:00

Welcome and introduction

Dr John Walker, IET ARTS TPN, ITS(UK) Road User Charging Interest Group,  Transportation Research  Group, University of Southampton

10:05

Keynote talk: “Using behavioural science to improve the design and delivery of transport initiatives”

Professor Sarah Sharples, University of Nottingham.

10:40 

“Social Research and Behaviour Change at Highways England”

Deirdre O'Reilly, Head of Social Research and Behaviour Change, Highways England

11:05

“The Individual, Social, Material (ISM) model and its successful application in transport initiatives”

Andrew Darnton, AD Research & Analysis Ltd

11:30

Refreshments and networking

12:00 

“The Individual, Social, Material (ISM) model and its successful application in transport initiatives”
 
Andrew Darnton, AD Research & Analysis Ltd

12:25

“Learning to drive messaging trial: Improving road safety with behavioural insights”

Catherine Mottram, Department for Transport

12.50

"Behavioural Science - a Human Factors Engineering approach at the Transportation Research Group"

Dr Kirsten Revell and Dr Vicky Banks, Transportation Research Group, University of Southampton

13:15 

Lunch and networking

14:15

Introduction to the afternoon session

Professor Alan Stevens, IET ARTS TPN and IET Transport Policy Panel, University of Southampton

 14:20 

"Commuting Trends: still working 9 to 5?”

Catherine Davie, Department for Transport

 14:45

“MaaS evolution: through the eyes of the (prospective) user”

Glenn Lyons, Mott MacDonald Professor of Future Mobility, UWE Bristol

The rapid emergence of Mobility as a Service (MaaS) into the transport sector’s lexicon has brought with it an air of expectation that suggests a future mobility revolution. This presentation focusses on the user perspective and offers a deepening of socio-technical thinking about MaaS and its prospects. An examination of what is understood to date about MaaS highlights the concept of MaaS as a ‘mobility system beyond the private car’ and the new centrality of a ‘mobility operator’ layer in that system. The contention is put forward that MaaS is neither new or revolutionary but is rather an evolutionary continuation in terms of transport integration. Emerging from an era of unimodal travel information systems becoming multimodal and then integrated multimodal information services, MaaS is about adding seamless booking, payment and ticketing to the integration offer.

A taxonomy of MaaS analogous to that for levels of vehicle automation is put forward. This taxonomy, designed around the user perspective, concerns operational integration (as well as informational and transactional integration). Drawing upon a synthesis of ‘pre-MaaS’ insights concerning choicemaking for travel and the role of information, the presentation provides a MaaS behavioural schema regarding choicemaking and the adoption of MaaS. It will conclude by highlighting a number of considerations from a user perspective that could play a significant part in determining the future effectiveness of ‘latest generation’ MaaS offerings.

 15:10

"Cyberhygiene and human issues in cybersecurity"

Dr. Carmen Lefevre, UCL Centre for Behaviour Change

 15:35

Refreshments and networking

 16:00

Using social marketing to influence the unreachable: “Wheels, skills and thrills”

Dr Ashley Pressley, Senior Researcher, Behavioural Change, Transport Research Laboratory

 16:25

Panel discussion

 16:55

Closing remarks

 17:00

 Event closes

  

Reasons to attend

The seminar will be useful to system designers, transport planners, local and national government officials, and anyone with an interest in transport, especially from a people perspective.

Behavioural psychology is becoming more influential in many areas. This is demonstrated by Richard Thaler, one of the main proponents of Behavioural Psychology, who won the 2017 Nobel Prize for Economics, based on his work in this area.

Continuing Professional Development

CPD logo declaring this event can contribute 5 hours towards your Continuing Professional Development

This event can contribute towards your Continuing Professional Development (CPD) as part of the IET's CPD monitoring scheme.

Additional information

Partner event with:

ITS (UK) logo       

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