Road Safety


The Social Research Institute’s Road Safety unit focuses on the issues that matter to clients, road users, and policy-makers.

We provide research to inform our clients’ strategy objectives and bring about improved road safety outcomes.

Road Safety Unit

We work with a wide range of clients and partners, large and small, to provide data and insight into current and future issues in road safety.  The Road Safety unit operates out of our Sydney, Melbourne and Perth offices.

Our clients

Our clients include national and state government, the local public sector, the private sector and the not-for-profit sector.  We design and conduct research to help policy-makers understand what works in terms of service delivery and communications.

We have extensive experience of researching road user attitudes and behaviours having worked on projects for a range of clients including Austroads, Centre for Road Safety (NSW), Office of Road Safety (WA), the Transport Accident Commission (Vic), RAC and various insurance companies.

Areas of expertise

Our team has a wealth of expertise and experience in researching road safety issues, together with a keen interest in this specialised area.  We work closely with the Ipsos Social Research Institute’s Transport unit and benefit from their insight and understanding of the wider transport field.

We have highly developed skills in social and market research relating to the following.

  • Driver and motorcyclist personality and behaviours
  • Driver impairment, e.g. relating to drugs, alcohol, or fatigue
  • Road user injury and recovery
  • Employment related road safety
  • Vulnerable road users
  • Law enforcement procedures
  • Program evaluation
  • Communications campaign development, concept testing, and evaluation

What we do

We aim to make an ongoing, positive contribution to the development of road safety strategies.  We work in partnership with clients, designing research to enable them to better understand public, customer and stakeholder perspectives and behaviour.  We specialise in using research to support the development of evidence-based policies and planning for the future.   The range of services we offer in road safety research includes the following.

  • Exploring and measuring attitudes and behaviours around road safety
  • Monitoring trends in attitudes and behaviour to evaluate campaigns and programs
  • Identifying, quantifying and qualifying new and emerging issues in road safety
  • Investigating and creating profiles of particular types of road user
  • Measuring the effectiveness of road safety initiatives, law enforcement programs, and public communications campaigns
  • Researching vulnerable and hard-to-reach groups and investigating sensitive topic areas
  • Identifying research priorities and developing research briefs

Our methods

We use a range of data gathering techniques, including traditional as well as innovative methods. We have a sound appreciation of how research in this area can be complex and require careful planning.  We tailor our methodologies to meet our clients’ needs, with techniques including the following.

  • Telephone, on-line, in-situ, household, and postal surveys
  • Focus groups and deliberative workshops
  • In-depth interviews
  • Stakeholder consultation
  • Staff surveys
  • Literature review
  • Secondary data analysis, e.g. accident statistics.