Existing transport planning models are effective at measuring economic factors affecting an individual’s willingness to pay for a given mode choice, but how an individual’s circumstances relate to mode choice is less well understood. This research project explores how an individual’s prior travel experiences can influence future behaviours, how their economic circumstances and where they live and work impact their available mode options, and how policy decisions intended to increase public transport use impacts different population groups.It aims to build on established thinking by holistically modelling experienced environmental factors, economic factors, mode accessibility, and mode choice from an individual’s perspective. The outcome will be a persona-based model that can be used to support scenario planning and inform public transport policy impacts on different groups.