Case study · Transport and travel
Public opinion research on road safety across Wales
A representative on-street survey of more than 2,000 residents measured awareness and attitudes towards road safety, speed enforcement, and safety campaigns across Wales.
AudienceResidents aged 16+ across all four Welsh police-force areas
Approach2,002 face-to-face interviews across 28 sampling points
Value to GoSafe / Wales Road Casualty Reduction PartnershipRepresentative evidence to inform road-safety strategy and campaigns
The brief
- GoSafe, then the Wales Road Casualty Reduction Partnership, commissioned Enventure Research to measure public awareness and perceptions of road safety issues across Wales
- The survey explored driving habits, safety cameras, road-safety initiatives, reporting behaviour, awareness of GoSafe, and reactions to advertising campaigns
The approach
- The survey replicated the face-to-face on-street approach used in previous waves and covered South Wales, Dyfed-Powys, North Wales, and Gwent
- 2,002 residents aged 16 or over were interviewed across 28 sampling points, with around 500 interviews in each police-force area
- Interviews were offered in Welsh or English. Quotas were used for gender and social class, younger drivers were oversampled, and the final data was weighted to the Welsh population
The outcome
- Enventure Research provided a comprehensive report setting out the findings and regional differences
- The evidence supported further road-safety strategy development aimed at reducing deaths and serious injuries on Welsh roads
- It also helped shape campaigns around speed-limit compliance and public understanding of the consequences of excessive speed and dangerous driving