Report by The Wales Centre for Public Policy: “This report has been prepared to support the Welsh Government’s plan to introduce a 20mph national default speed limit in 2022. It aims to address two main questions: 1) What specific behavioural interventions might be implemented to promote driver compliance with 20mph speed limits in residential areas; and 2) are there particular demographics, community characteristics or other features that should form the basis of a segmentation approach?
The reasons for speeding are complex, but many behaviour change
techniques have been successfully applied to road safety, including some which use behavioural insights or “nudges”.
Drivers can be segmented into three types: defiers (a small minority),
conformers (the majority) and champions (a minority). Conformers are law abiding citizens who respect social norms – getting this group to comply can achieve a tipping point.
Other sectors have shown that providing information is only effective if part of a wider package of measures and that people are most open to
change at times of disruption or learning (e.g. learner drivers)….(More)”.