The Netherlands Institute for Transport Policy Analysis (KiM) has developed 10 fictional personas which can serve as a tool for a more targeted approach to making travel behaviour more sustainable. Personas are archetypes of users that help to better understand people's behavior and underlying motives. The methodology mainly aims to support user-oriented thinking and action. This brochure gives an impression of the methodological approach, the personas developed from it and their possibilities for policy application. It also discusses several considerations for their use.
A background report is available in Dutch.