Person
Pete Dyson
Guest; behavioural scientist specializing in transport, UK Department for Transport; co-author, Transport for Humans
Behavioural scientist specializing in transport and travel-behaviour change. Formerly part of the Ogilvy behavioural science practice founded by Rory Sutherland; later seconded to the UK Department for Transport to help set up its behavioural science team. Co-author with Rory Sutherland of Transport for Humans, arguing transport systems are typically engineering-led and would benefit from human-centred, psychologically-informed design. Cites Rory Sutherland's own TED talk ("Life Lessons from an Ad Man") — including the well-known Eurostar thought experiment (spending £6bn on faster tracks vs. paying supermodels to serve Château Pétrus on board, leaving £5bn spare and passengers wanting the journey slower) — as a formative influence.
Discussed in
- Episode 84 — Tiny Tweaks to Make Travel Easier