Driving Safer Travel Choices Through Research, Insight, and Action

U.S. Capitol building at dusk with traffic light and long-exposure vehicle lights along a city street

The Challenge

Passenger standing on a Washington, DC Metro platform as a train arrives, with covered station structure and platform extending into the distance

More drivers on the road means more traffic and more risk for crashes—with other drivers, with cyclists and scooter riders, and with pedestrians. A third of D.C. drivers use a mix of transit options, while another third drive in a personal vehicle every day. With transit options expanding and safer infrastructure in place, the District faced a critical question: What truly motivates people to choose something other than driving? While many residents were open to alternate transit options, real-world barriers made choosing options besides driving in a personal vehicle difficult. To advance the Vision Zero initiative, the District needed sharper insight into what resonates across communities—and how to turn growing awareness of traffic safety into everyday action.

Our Solution

IQ Solutions developed an integrated approach to understanding and influencing travel behavior across the D.C. region. We deployed rapid, targeted research to examine barriers, motivations, and message effectiveness. Together, these elements created a cohesive foundation for aligning programs and informing decisions.

Person holding a smartphone displaying a survey form with multiple-choice questions

The Impact

We helped bring clarity to what motivates safer travel choices among D.C. residents—and what gets in the way. We designed, disseminated, and analyzed data from a 500+ resident bilingual survey which found that more than 80% of residents recognize expanded travel options within the District, and 75% of drivers are open to alternatives to driving. These insights highlighted key barriers and effective messaging, equipping the Vision Zero initiative with actionable insights that can strengthen outreach and build momentum toward safer, more accessible, non-car travel across D.C. and—ultimately—fewer crashes. 

500+
Responses that identified actionable insights to increase traffic safety in the District
7
Behavior-change ready audience segments of D.C. residents open to using non-car transit more often

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