Margareta Friman graduated in 2000 with a PhD from University of Gothenburg (Göteborg, Sweden). After having held positions as Assistant and Associate Professor at Karlstad University (Sweden), she was in 2010 appointed as Professor of Psychology at Karlstad University. For the last 10 years she has been director of an excellent center in service and market oriented public transport research (SAMOT) at Karlstad University. In 2014, she received the Håkan Frisinger Foundation for Transportation Research Award by the Volvo Research and Educational Foundations. She is co-editor of the book “Quality of life and daily travel?. Today, Margareta Friman is conducting research in consumer psychology, environmental psychology, and transportation psychology at the Service Research Center (CTF), Karlstad University.