Behavioural science, inclusive research and systems thinking

Too often we jump into building solutions without really understanding the problem that we are trying to solve. At Wayfinder Research we truly believe that if we want to address a problem, we must first understand it. Why? Because understanding a problem determines not only how to address it, but how to prevent it. 

At Wayfinder Research, we use behavioural science and inclusive, mixed methods to do this. We develop the best approach to uncover the factors that shape behaviour and turn these insights into tangible recommendations and interventions that enable the development of products, services and policies.

We don’t stop at understanding barriers or user requirements but build test and validate evidence-based solutions and interventions that drive change. We use behavioural science to create transport systems that work for all, drive uptake and enable modal shift.

Whether we are working with an organisation to design physical or digital interfaces to ensure safe, confident and independent use or supporting the development of strategies, policies and regulations that put people’s needs at their core without losing sight of the bigger societal ambitions that we face we approach everything through a systems lens. Why? Because we know that for any intervention to the successful it requires multifaceted levers to be deployed in a cohesive and structured way. 

As new transport technologies move closer to deployment, we are seeing that as hard as the technological advancements are, building a system that is worthy of public trust remains one of the critical challenges. We are here to help resolve that. We help organisations understand how to design for people and enable choice. 

Our work develops the actionable evidence that drives both individual and system wide behavioural change to build transport systems that are inclusive, safe and sustainable by design.