Research and analysis

Behavioural insights toolkit

How behavioural insights can be applied in the transport context to achieve policy objectives.


Behavioural insights toolkit

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Foreword by Deirdre O’Reilly, Head of Social Research and Evaluation Division, Department for Transport

Behavioural insights are an important component of the department’s vision for a transport system that is an engine for economic growth but one that is also greener and safer and improves quality of life in our communities.

The behavioural insights toolkit provides a readily digestible and user-friendly guide to those responsible for transport policy and delivery initiatives, including local authorities. The toolkit shows how behavioural insights can be applied in the transport context to achieve policy objectives. The toolkit does not represent mandatory guidance and its use is purely voluntary.

The department would welcome feedback from local authorities and others on their experiences of using the toolkit to support the development of transport policy and delivery initiatives. Please send any thoughts, comments or queries you have about the toolkit to

Social Research and Evaluation (SRE) Division

SRE has an important role in providing an evidence base on transport behaviour and applying insights from behavioural theory to the transport context.

In addition to the toolkit, this work has previously included:

The department’s work in this area has also been influenced by external behavioural science work, most notably: