TNS to Lead Climate Change Research
In the UK, a group of organisations led by TNS has won a contract from the Department for Transport (DfT) to deliver the first in-depth study into how public attitudes to climate change impact travel preferences.
The 18-month segmentation study will bring TNS together with public policy consultants People Science and Policy, transport planners JMP Consultants, and the Centre for Transport and Psychology at the University of Bath.
Its primary aim will be to explore the barriers and motivators to travel behavioural change in order to help the DfT identify how to encourage lower carbon emissions. The outcome will be used to inform policy developments to help the government meet the 2008 Climate Change Act carbon budgets.
The study kicks off later this month and will be rolled out in four phases comprising 3,500 random probability, face-to-face interviews with the general public in England. Interviews will use a bespoke quantitative survey questionnaire.
Following the survey fieldwork, TNS analysts will develop a full segmentation model based on public attitudes, motivations, lifestyle attributes and behaviours relevant to climate change and travel behaviour.
TNS Director Douglas Dalziel comments: ‘These insights will inform government policy and will also support the development of social marketing strategies to help reduce CO2 emissions from transport.’
TNS, which is part of WPP’s insight arm The Kantar Group, is on the web at www.tnsglobal.com .