Less mobile, car reliant personas: Brian and Betty
Helping DfT understand the transport needs of people who may have mobility impairments and rely on their car more for their journeys.
Applies to England
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Brian and Betty are fictional characters that provide us with 2 illustrations of the people that belong to the less mobile, car reliant segment.
People in this segment are likely to have a mobility impairment and tend to use a car as their primary mode of transport as it is more convenient and accessible. This also includes mobility cars or vehicles that have been adapted for their mobility issues.
This persona pack outlines:
- enablers and barriers to different transport modes
- general transport habits
- frequent and less frequent journeys
- employment and working patterns
- use of technology and media
- shopping behaviours
- access to transport
- understanding transport choices
These personas are evidence-based and were developed using new survey evidence and ethnographic research to allow us to better understand the transport choices and priorities for improvement for this user group.
Brian and Betty are just 2 of the Department for Transport’s 12 transport user personas.
For more information, see Transport user personas: understanding different users and their needs.