• Pete Dyson

  • Theme:Transport, Behaviour and Society
  • Project:From ‘I’ to ‘we’: how theories of social cooperation inform policymaking around reducing reliance on car ownership
  • Supervisor:Lorraine Whitmarsh
  • Industry Partner: Transport for West Midlands (TfWM)
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Pete joins AAPS from the Department for Transport, where he was Principal Behavioural Scientist working on Covid response, sustainable travel behaviour change and internal capability building. Prior to this, Pete enjoyed a career developing research and creating interventions at Ogilvy's Behavioural Science Practice, working on a wide-range of public and private sector challenges. These included safety in factories, charitable donations, public health campaigns and reducing food waste.

Pete is co-author of 'Transport For Humans: Are we nearly there yet?'. Written with Rory Sutherland, it was published in 2021. The book brings to life the many reasons and ways our transport systems can be more people friendly by using the power of behavioural science. Illustrated with examples and new ideas, the book has been popular with transport practitioners across the world. Alongside his research, Pete conducts talks, workshops and consultancy to help organisations apply these ideas and build their own behavioural science capabilities.

His PhD research is on the topic of sustainable travel behaviour change, specifically on 'Mobility Credits' - an innovative new policy being trialled in the UK to reduce urban car dependency. His studies will use experimental methods to investigate the psychology of car ownership and usage, looking at how Mobility Credits are designed, targeted and communicated. Pete's specific interests are in the application of social norms, neighbourhood level co-operation and ways of conducting traveller segmentations.

Pete has recently published papers on his research journey.

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