What do residents want from a North East Combined Authority transport policy? Evidence from conjoint experimental and adversarially co-produced narrative survey data

This article presents findings from conjoint and adversarially co-produced narrative survey data from 577 adults within England’s North East Combined Authority collected in the run up to the first Mayoral election in 2024. This is the first instance of conjoint experimental analysis of priorities for regional transport policy. As might be expected, we found that cheaper, quicker, more reliable journeys were always preferred to slower, more expensive or less reliable journeys. This was true of journeys to London and those within the North East. Reduced deaths caused by air pollution, congestion and transport poverty significantly increased support for transport policies while greater congestion, increased car reliance and air pollution related deaths all reduce preference. Funding options such as council and income tax increases were negatively received, whereas taxes on corporations were comparatively favoured. Ownership and cycling rates were the least influential factors in shaping public preference toward transport policy.