This project aims to develop acceptable sustainable transportation measures for a medium sized town in the UK Guildford. Four survey studies were conducted among Guildford residents, the commercial sector, elected members and Borough Council officers. Data were gathered on their perceptions of transport problems, of possible and necessary changes, and their willingness to change. The results of these surveys will be fed back to the relevant groups where they will be discussed in focus groups. The final goal being to come up with acceptable effective strategies for change.