Transcript Tns.pot - Road Safety

Young drivers and country roads
From setting the scene...
RSS Conference 2009
TNS-BMRB
© 2007 TNS UK Limited. All rights reserved
Agenda
Who are we?
What were we tasked with achieving?
How did we go about it?
Main findings
Our suggestions
What happened next?
2
Who we are…
A brief introduction to TNS-BMRB
So, who are TNS-BMRB?
The project team
Claire Reilly: Head of
Qualitative Research,
TNS-BMRB, Scotland
Chris Eynon:
Managing Director,
TNS-BMRB,
Scotland
What were we tasked with achieving?
Approached by The Union and The Scottish Government:
developing their Country Roads campaign onto the next
stage
Currently, know a lot about young drivers: how / when and,
to some extent, why they drive like they do
In particular TNS Rural Roads research 2008 key insight
suggested ‘Driving too fast for the road conditions is the
biggest cause of death on Scotland’s roads’ resonated with
the audience
Hence ‘inappropriate speed’ at core of campaign message
What were we tasked with achieving?
Agreed an exploratory, insight-driven approach required:
need to understand the audience more – investigate
commonalities and differences between the key age groups
of 17-20 and 21-25
Aim of research is to generate additional insights to uncover
what would connect with this audience to encourage them to
adopt positive attitudinal and behavioural changes, when
driving on country roads
Strategic aim: reduce the number of fatal accidents on
country roads
How did we go about it?
Needed to get closer to lifestyles while also providing
creative environment for debate and exploration of ideas
Solution
Series of extended focus groups, pre-placed respondents
with diaries and tasked them with sending photo texts
Examples of diary questions…
Driving occasion: who,
where, when and anything
that happened
________________________
________________________
________________________
Thoughts and stuff around it
________________________
________________________
Q2: What are your pet hates as a driver?
And as a passenger?
Q3: Ask your mate for three words that describe
your driving? And ask your mum / dad too.
Mate___________________________________
Mum / dad______________________________
Q2: Your mate has just been pulled over: why
might he have been pulled over?
Anything bug you or make you laugh today?
Q3a: What kind of stuff is on your MP3 player (ipod / mobile /
whatever)?
Q3b: What song / band is on your MP3 player that you’d rather
not admit to?
Examples of text photos
Who did we speak with?
Younger audience…
18-20
ABC1 / C2D
All drive country roads regularly
Confident / fast drivers
Some social drivers
Older audience…
21-25
ABC1 / C2D
All drive country roads regularly
Confident / fast drivers
Key findings
More key differences than similarities across age groups in terms
of lifestyle…
Key aspects: lifestyle
Younger audience
Transitional period
Older audience
Pushing boundaries
Differentiate themselves from
younger counterparts
Blissfully ignorant / naïve to
major problems in life
Increased importance around
career / studies
Insecure
Key concern dealing with new /
adult situations
Seek reassurance / signs that
doing OK
Small, but significant, steps
towards financial responsibility
Transitional period: testing
boundaries key component of lifestage
More mature concerns / sense
of responsibility / greater
consideration for their future
Often on cusp of next key life
stage change – mortgage!
Key concern: establishing
oneself in life
Discrete audience:
establishing oneself a central
component now
Attitudes towards risk…
HOWEVER
Share similar attitudes
towards risk
Divided into two camps
Passive risk
Active risk
Excessive assessment of risk felt to impede rather than
facilitate life
Older more likely to have measured approach to active risk
while younger remain blissfully ignorant to dangers
DRIVING
Attitudes towards risks on country roads
Universal acknowledgement of
the more severe
consequences associated with
rural roads
Younger
All know speedy driving is
dangerous but… risk / chances
of anything happening are felt
low / worth taking
Older
Exacerbated by belief that
external factors cause
accidents
Transition
Naïve innocence drives
over-confidence
Repeated successful
experience drives overconfidence
Familiar roads
exacerbates situation
Pushes it into passive
risk
Repeated successful experience and naïve over-confidence at core
of risk-taking behaviour for older and younger drivers respectively
Active
risk
Supporting verbatims
“I think is it human nature to blame
something else. That’s not my
fault. I’m too good a driver. I’m too
good at this, too good at that. There
is always something going wrong.
It’s not your fault.”
(Airdrie, 21-25, C2D)
“If you drive it everyday for a
few weeks you’re going to know
it and you’re going to know
what to expect from it.”
(Inverurie, 21-25, ABC1)
“So you know what corner is coming
up after the one you are already on.
You can picture what is coming next
before you are there. You know what
is coming and what to expect.”
(Inverurie, 18-20, C2D)
“…Most of the hazards on the road,
it’s not the driver, it might be mud on
the road or a badger that runs out of
nowhere.”
(Inverurie, 18-20, C2D)
“When I’m on my own I will take a corner
at 70 that I know I should only take at
about 50 to be honest but I’m still sitting
here.”
(Inverurie, 21-25, ABC1)
So what did all this
mean…?
So what does all this mean?
OBJECTIVE
“WHAT IS GOING TO CONNECT WITH THEM
TO ENCOURAGE THEM TO ADOPT POSITIVE
ATTITUDINAL AND BEHAVIOURAL
CHANGES?”
CHALLENGE
DISPARATE AUDIENCES
REQUIREMENT
IDENTIFY HOOKS LIKELY TO RESONATE
WITH THE AUDIENCE
We suggested the following key points…
Avoid situational-based approaches…
Challenge dangers of naïve confidence and complacency
depending on which audience being targeted
Acknowledge reluctance to blame own driving…
Play on acknowledgement that over-confidence on familiar roads
is dangerous… “you never really know a road”
Tone: suitably emotional, but not extreme, and non-judgemental
30
Young drivers and country roads
From setting the scene...
RSS Conference 2009
TNS-BMRB
© 2007 TNS UK Limited. All rights reserved