Psychology became the gateway to transport research

Studies in psychology and to some extent also philosophy with two degrees in the UK. This was the beginning of a career in transport research for Sonja Forward, research leader at VTI. Curiosity about human nature has generated new insights, shaped her research agenda and helped to build a strong international network.

"I'm interested in what influences our behaviour and how we can develop better behaviours that are also less selfish?" For a while, I considered becoming a clinical psychologist, because the treatment of mental illness is an important and interesting area.

After a period spent at a British psychiatric day centre, she became more and more interested in research. This then led to her getting a position at the University of Leeds, the Institute for Transport Studies. It was the first time she became aware that psychology was also part of transport research.

"It was 1992 and exciting, because then I realised how much psychology can contribute. As a newly qualified transport researcher, I participated in two EU projects and thus worked internationally from the very beginning, and I have continued to do so basically all the time.

Working interdisciplinarity, because understanding how psychology can interact with other disciplines is very interesting. But in general, the driving force is to improve road safety and to increase sustainable transport, says Sonja Forward, who can now look back on a multifaceted working life. She has had many irons in the fire.

"It's flattering see what comes up when you search for me on ChatGPT. I am in demand and am often invited as to speak at conferences, something that I hope can have an impact.

There has been and is a great demand for the manual she has produced in an EU project. The purpose of the manual was to provide campaigners with a comprehensive and useful tool for designing, implementing and evaluating road safety campaigns. She does not know how many lectures she has given about it, but there have been many. Another area that she has worked intensively with is driver training, both in Sweden and abroad. Her focus is then on traffic violations, which was also the subject of her thesis.

“Behavioural science, with a focus on both road safety and sustainable transport, is something she has worked on in parallel throughout her career. The first EU project was about pedestrian accessibility and safety. These used to be two separate areas, but they have become increasingly integrated over time. Despite this, there is still planning that intend to improve safety but unfortunately makes it more difficult for people to walk and cycle.

"I would like to see more researchers with a psychology background at VTI. It would be good to invest more in social psychology and pedagogy. There are so many areas where it will be difficult to replace me when I leave. Unfortunately, the Swedish Transport Administration is not particularly interested in supporting research on road users but instead focuses on vehicles and infrastructure. In recent years, it has been difficult to obtain funding from them for this type of research," she says.

Despite this, she has never lacked work, quite the opposite. More people should recognise the positive benefits of social marketing, which seeks to influence people's behaviours and attitudes for the benefit of society, individuals, and the environment. In other words, we need to promote road safety and sustainable transport more effectively than we do today.

Many people do not consider changing their behaviour as long as they believe it is working, for example driving while talking on their mobile phone, she saw that as recently as this morning. She speaks warmly about eco-driving, a driving technique that reduces fuel consumption and carbon dioxide emissions. It also lowers stress levels, as it encourages lower speeds and more planned driving with greater distances between vehicles.

"Unfortunately, I now hear arguments in the opposite direction, namely that high speeds make driving pleasant. I am happy to talk about and discuss such issues. I always respond when journalists call, provided I have something to say on the subject. Maybe someone hears something that makes them think, she says.

Still, there are many who do not keep the speed limit. Swedes are bad at this, but when it comes to alcohol, it's much more restrictive.

It is important to work internationally, even outside the EU, because VTI has so much to offer, according to Sonja Forward. AfroSAFE is the name of an EU project, a collaboration between research institutes and universities in Sweden, Norway, Denmark and the Netherlands, as well as Ghana, Tanzania and Zambia. Sonja Forward leads one of the work packages on road user behaviour. The goal is for African countries to become self-sufficient and reduce the number of traffic accidents, which she sees as morally important.

"We have to share, and it's unbelievable what challenges they have.

In addition to the project work, the researchers have disseminated knowledge with the help of three different conferences, which always begin with two days of training.

"We have met with ministers, police and the media in Zambia. Our knowledge has been received positively and has been in demand, now we will see what happens.

Sonja Forward is the president of the European network Humanist – Virtual Centre of Excellence, a great network with many psychologists. Humanist also collaborates with other European networks, which increases its impact. She is chair of FOT, the Pedestrians' Association and co-editor of the scientific journal Traffic Safety Research.

Leisure time is also full of activities.

"I'm the one who always has a lot going on. We have a large garden with flower beds and vegetables as well as a small greenhouse with tomatoes, aubergines and melons. It keeps me busy at this time of year. I'm hardly ever bored.