The researchers studied how to predict travel behavior more accurately by using individual characteristics and choices. They found that traditional methods of grouping people for analysis are not always accurate, leading to the development of new models that focus on individual travelers. These models help estimate the likelihood of someone choosing a specific mode of transportation based on their personal traits and the options available. By using these disaggregate models, researchers can better understand and predict how different groups of people make travel choices. Additionally, they are exploring the role of attitudes in influencing travel decisions, aiming to improve the accuracy of predicting future travel behavior.