Understanding public attitudes to road user safety

This report provides the Department for Transport (DfT) with an in-depth understanding of how the public engage with the issue of road user safety. The research used qualitative methods and brought together the views of a wide range of adult road users. Specifically, a deliberative approach was used to explore the public's insights, perceptions and conceptualisation of road user safety and to go beyond their top of mind responses. A total of 240 participants were recruited in 4 areas across the UK (United Kingdom - Bradford, Glasgow, London, north-west Wales). In total, each area had six groups of ten participants. Group composition was based on a life-stage and attitude to road user risk.