PRISM West Midlands is a travel demand model forecasting system which was developed by RAND Europe and Mott MacDonald on behalf of the seven metropolitan districts in the West Midlands Metropolitan Area, the Highways Agency and Centro. The model system is required to be responsive to a wide range of policy levers, and to assess the impact of different policies on specific segments of the population. The original model development was undertaken between 2002 and 2004, with a base year of 2001, and a number of enhancements have been made to the model system since 2004, including adding incomes to the model, and an improved treatment of cost sensitivity and updating the base year to 2006.