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Lynn commissioned for behavioural science research by The Royal Society for the Prevention of Accidents

The Royal Society for the Prevention of Accidents (RoSPA) has commissioned Lynn to deliver behavioural science research into novice riders in the UK.

RoSPA works at the heart of accident prevention in the UK and around the world, working to stop the needless loss and devastation that accidents cause to individuals, families, communities, businesses and society as a whole. It is the only UK charity to work across occupational health and safety, and road, home, leisure and education safety, to promote the exchange of life-enhancing skills and knowledge.

Following the pioneering behavioural research by Lynn previously commissioned by RoSPA around advanced motorcycle training, RoSPA has now commissioned us to conduct further research into novice riders – their behaviours, motivations, and influences – as part of a new project in 2022. Ultimately, the aim is to establish the most effective formats and messages to encourage riders who have received compulsory basic training (CBT) to take further training, allowing them to achieve their full motorcycle licence.

Rebbeca Needham, Road Safety Officer, said: “We at RoSPA are really pleased to bring Lynn on board after their work on the Advanced Motorcyclists project in England and Better Bikers campaign in Scotland. We are delighted to extend our research partnership to better understand the motivations and influences of novice riders. The behavioural insights and research undertaken by Lynn PR will be valuable in encouraging novice bikers to gain their full licenses and improve road safety.”

CEO and Founder of Lynn, Shayoni Lynn, added: “We are delighted to continue our work with RoSPA, using behavioural science and data-driven strategic communications to strengthen relationships with our audiences and persuade them to access life-saving training courses. This new project further demonstrates RoSPA’s commitment to using innovative communications methods to appeal to their diverse audiences.”

Interested in using behavioural science to understand your audiences better? Write to us at to get started on your behavioural insights journey.

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