A Nudge in the Right Direction: Why Context is Key to Understanding Human Behaviour
Discover the transformative results of a behavioural science-led intervention aimed at improving pedestrian crossing behaviour on a busy Liverpool High Street. This presentation unveils the findings from a real-world trial, analysing over 15,000 individual crossings.
Nicola will discuss the critical role of place sensitivity in designing effective behaviour change interventions. She will highlight the drivers behind pedestrian behaviour at the site and the influence of context (place) on non-conscious, risk-taking behaviours.
Despite achieving impressive results, the trial faced numerous setbacks, including the onset of Covid and an instruction to "stay home" just five days after So-Mo held the project kick-off meeting. A massive sinkhole opening up at the trial site the evening before installation was scheduled!
A story of triumph over adversity, this presentation promises to be part inspirational and part personal therapy! Join Nicola to hear the highs and lows from this landmark study.
This presentation will be followed by an in-depth analysis of key practical lessons emerging from the trial, which is led by Tanya Fosdick of Agilysis.
Nicola Wass, CEO, So-Mo
Nicola Wass, CEO of So-Mo, is a recognised leader in delivering transformative change in road safety through the application of applied behavioural science.
With a decade-long track record of steering impactful strategies and solutions, Nicola's work has significantly influenced road safety practices and outcomes.
Her expertise is regularly sought by major media outlets, and she loves attending and presenting at conferences where she is able to engage with like-minded professionals who are also committed to meaningful change.