SEGMENT sought to employ consumer segmentation techniques to overcome perceptual or attitudinal barriers to the uptake of sustainable and energy-efficient mobility by EU citizens. Research suggests that 'life change moments' offer some of the best opportunities for fostering behaviour change. As people change jobs, move house or undergo other major change, they reflect on their habits and often make significant changes.

It is at these points that marketing campaigns may be particularly effective in promoting more sustainable travel habits. However, it is appreciated that even within these 'segments' there will be a variety of attitudes towards the use of sustainable transport. Through the use of detailed attitudinal surveys our understanding of what motivates these groups will be improved. This will allow for the development of bespoke marketing campaigns and initiatives which will have a greater chance of success then traditional 'one-size-fits-all' approaches.