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© Yankelovich 2008 The Segmentation Company a division of Yankelovich 1 Understanding and Messaging to At Risk Drivers - At Risk Driver Segmentation September.

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Presentation on theme: "© Yankelovich 2008 The Segmentation Company a division of Yankelovich 1 Understanding and Messaging to At Risk Drivers - At Risk Driver Segmentation September."— Presentation transcript:

1 © Yankelovich 2008 The Segmentation Company a division of Yankelovich 1 Understanding and Messaging to At Risk Drivers - At Risk Driver Segmentation September 2008 Prepared for: Special Thanks to: Strategic Communications Forum Communicating in an Era of Change

2 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 2 Background and Methodology

3 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 3 Background and Objectives To reduce drunk driving, The National Highway Traffic Safety Administration (NHTSA) wanted to message more effectively to Drivers At Risk Drivers at Risk were defined as drivers who are: –18 to 44 –Drive 10+ times per week –Drink alcohol 2+ days per week; –In the past month, have drunk 3+ drinks (female) or 4+ drinks (male) on at least one occasion Captured information about: –Self-reported behaviors –Perceptions –Attitudes –Perceived risks in drinking and driving –Lifestyle/leisure interests –Demographics

4 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 4 Research Methodology 20 minute Web survey 834 respondents First two weeks of May, 2007 Soft quotas by age-group –18-20: 7% –21-24: 41% –25-34: 38% –35-44: 14%

5 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 5 Summary of Overall Findings

6 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 6 If they could be identified and reached … 1)The greatest opportunity to reduce at-risk driving is by focusing on Drivers Most At Risk –18% of At-Risk Drivers do 82% of serious driving under the influence (driving within 1 hour of having 3 or more drinks) –Such drivers are for the most part more attitudinally resistant to changing their behaviors Share of At-Risk Drivers Share of Bad DUIs

7 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 7 1)The greatest opportunity to reduce at-risk driving is focusing on Drivers Most At Risk. 2)The most effective communication levers for reducing at-risk driving are to be found in the perceptions – and misperceptions – of At Risk Drivers Summary of Findings (Continued) The Three Rs: Reasons Rationales, and perceived Risks The Two Is: Impacts, and Influences of others POPOV: Perceptions, Opinions, and Points Of View

8 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 8 1)The greatest opportunity to reduce at-risk driving is focusing on Drivers Most At Risk. 2)The most effective levers to reduce at-risk driving are rooted in The 3 Rs, the 2 Is, … and the POPOV. 3)The most effective way to message is to attack on multiple fronts … –Rational AND emotional appeals –Attack and undermine dysfunctional attitudes, but … Recognize denial mechanisms Move incrementally –Target the environment (at the bar/restaurant level) Summary of Findings (Continued)

9 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 9 1)The greatest opportunity to reduce at-risk driving is focusing on Drivers Most At Risk. 2)The most effective levers to reduce at-risk driving are rooted in The 3 Rs, the 2 Is, … and the POPOV. 3)The most effective way to message is to attack on multiple fronts. 4)Many At-Risk Drivers have a drinking problem … –Makes modifying behavior more difficult –Must be appealed to indirectly – so they dont just turn off the message Summary of Findings (Continued)

10 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 10 With Limited Resources … How Can We Effectively – and Efficiently – Target Efforts to Reduce DUI??? Which At-Risk Drivers should we focus on? Which messages should we use? Different messages for different At-Risk Drivers? Other levers of public policy?

11 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 11 A guy walks into a bar… Elements of a Segmentation

12 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 12 IDENTIFY AND PROFILE clusters who require: –Different messages –Different approaches SELECT AND PRIORITIZE most important groups by: –Levels of risk –Ability to influence behavior STRATEGIZE on how to reach these groups (based on situations, attitudes, perceptions, beliefs, preferred media etc.) TARGET RESOURCES to achieve best bang for the buck: –Advertising & PR –Law enforcement –Public policy A Divide and Conquer Strategy: Segmentation

13 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 13 Introducing: The Five At-Risk Driver Segments

14 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 14 Introducing … Middle-Class Risk Takers They are most … Likely to think it is OK to drink and drive as long as no one gets hurt They are more … Likely to have been arrested for DUI Likely to believe that they will get off lightly They are least … Fearful of DUI penalties Likely to take precautions to avoid driving after drinking Interested in being in being designated driver I live my life and dont worry too much about the consequences

15 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 15 Middle-Class Risk Takers: Profile Indexes of 100 = Average for all At-Risk Drivers 20% Of At Risk Drivers 18% Of DUI Incidents Demographics: Lower-middle socio-economics Less likely to be white More likely to have kids

16 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 16 Segment is of medium importance (medium risk) Segment has a bad attitude – so they will be harder to influence Segment is unusually likely to have been arrested – but the experience wasnt so bad Middle Class Risk Takers: Implications –To keep individuals from entering this segment, raise the pain of penalties –Increase the visibility of enforcement A sub-group has particularly high levels of DUI – get them off the road!

17 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 17 Although they care less about risks and penalties, messaging should push the button of their greatest fears: –Killing someone –Going to jail –Losing their license –Getting arrested –Getting fined. Middle Class Risk Takers: Messaging Strategies

18 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 18 Im likely to take precautions so I dont put myself and others at risk by drinking and driving. They are most … Likely to fear that someone will get hurt/killed Likely to fear legal/financial/ social consequences Interested in being a good person Introducing … Socially Accountable Drinkers They are more: Willing to be a designated driver Likely to plan ahead for drinking occasions Likely to drink for taste, or to complement a meal

19 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 19 11% Of DUI Incidents 22% Of At Risk Drivers Socially Accountable Drinkers: Profile Demographics: Older More likely to be married Above-average income More likely than the average to: Agree that drunk drivers are a problem Think others look down on drunk drivers Think drunk drivers are likely to be punished

20 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 20 Socially Accountable Drinkers: Implications Segment is a long-term, slow-but-steady risk of DUI –They have passed the age where they are merely experimenting – and are likely to keep occasionally drinking and driving They moderate their drinking and driving -- so they fly under the radar –Good news: They are not as drunk when they drive –Bad news: They are less likely to get taken off the road

21 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 21 Socially Accountable Drinkers: Messaging Strategies Segment has: –High focus on the risks to themselves/concern for others –High concern for opinions/judgments of others –Strong desire to fulfill a positive self image –A strong interest in responsible behaviors Ads should therefore feature: –Consequences to others (those hurt in an accident, their own families) –Consequences to themselves (social shame, getting arrested, going to jail, losing job, losing license, etc.) –Reinforcement of responsible behaviors and how good it feels to do the right thing –A warning: Remember -- it only has to happen once

22 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 22 Lets Party! They are … Most likely to be 21 to 24 Most likely to be interested in getting drunk Often drink with groups of friends – who strongly influence them Somewhat less willing to be a designated driver But most likely to use one Introducing … Inexperienced Social Drinkers More likely to stick around til they they sober up Most likely to drink due to under positive circumstances or with positive emotions

23 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 23 26% Of DUI Incidents 19% Of At Risk Drivers Inexperienced Social Drinkers: Profile Demographics: Young & single Going to school – and renting Average 5.3 drinks per occasion More likely to ride with someone DUIing More likely to say: Its not easy to find a way home after drinking unless you drive yourself Its impossible to have good time when you are a designated driver

24 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 24 Inexperienced Social Drinkers: Implications Assuming they survive, some will grow up -- but others will graduate into long-term problem DUIs –The goals should be: Keep them alive and help them avoid the riskiest behaviors Get the most dangerous ones off the road Divert them from progressing into other Segments They are more likely than other drivers at risk to use a designated driver and/or to spend the night: –Encourage this behavior

25 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 25 Make the party stop – show the consequences of DUI: –Getting arrested/jail –Loss of license –Increased insurance rates –Someone getting killed. The party is more fun when precautions are taken (planning ahead, designated drivers, spending the night, etc.) Make it socially acceptable to seek – and offer – help/ intervention: feature role models who make it cool to plan ahead, and who make it stupid to take bad risks for no purpose Get bartenders to help: states/localities should seek (and enforce) help from bartenders in keeping young drinkers off the road Interventions for binge drinking Inexperienced Social Drinkers: Messaging Strategies

26 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 26 Im unlikely to drive after having too much to drink They are least likely to … Drink excessively Have DUId in the last 12 months Fear killing/hurting someone while DUIing The are most likely to … Be older and/or married Drink to complement a meal, at restaurants, and at family gatherings Introducing … Responsible Drinkers They also believe that … Their drinking is under control They are not likely to cause an accident while drinking/driving Drunk driving laws should be enforced

27 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 27 8% Of DUI Incidents 21% Of At Risk Drivers Responsible Drinkers: Profile Demographics: 25-44, at least a college degree, married with kids, high socio- economics Less likely than average to say: The penalties for drunk driving are too harsh It is not a big deal to lose your license if you get caught Drinking and Driving Its impossible to have good time when you are a designated driver I sometimes dont realize when Ive had too much to drink

28 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 28 Responsible Drinkers: Implications Segment is a much lower threat to DUI –Dont target segment, but primarily count on spillover effect of messaging to other segments –Caveat: Survey results are based on self-reported behavior: Are these drinkers really as well controlled as they maintain?

29 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 29 Responsible Drinkers: Messaging Strategies –Show an individual who talks about how bad drunk drivers are, -- then show the same individual justifying driving because hes only had a few …. As with Socially Accountable drinkers, a good message is: It only has to happen once Use segments belief in enforcement to remind them of their obligations Use their interest in being a good person to remind them how good it feels to do the right thing A wake-up call from cognitive dissonance:

30 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 30 Let me drown my sorrows They are the most: Likely to drink to get drunk – espe- cially when they are feeling bad! At risk – For drinking heavily For driving under the influence For getting arrested Introducing … Discontented Blue Collars They are more likely: To believe that they can get away with it To admit that I dont always know when Ive had too much … but they also: Worry about the consequences of DUI Are more willing to take precautions – so they can give themselves permission to really get plowed.

31 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 31 37% Of DUI Incidents 18% Of At Risk Drivers Discontented Blue Collars: Profile Demographics: Less education, less employed, bit younger, unmarried Average 6.1 drinks per occasion – and 44% have been arrested for DUI More likely than average to say Its impossible to have a good time and be a designated driver The penalties for drunk driving are too harsh

32 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 32 Discontented Blue Collars: Implications Segment most at risk: –Heavy drinking –High DUIs –False perceptions about ability to drink and drive –Dangerous attitudes and beliefs Heavy drinking is driven by negative emotion/depression. –Reaching and influencing this segment is a real challenge. Important to enforce DUI laws: get them off the road! Provide and mandate treatment for both alcoholism and for likely depression Place some of the accountability on the drinking establishment.

33 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 33 Discontented Blue Collars: Messaging Strategies Because they especially fear them, focus on consequences: –Arrest –Loss of license –Fines –Increased insurance rates They are more willing to consider strategies to avoid driving when they drink –Stress: If youre going to tie one on, plan ahead – and get some help. –Make it socially acceptable to seek – and offer – help/intervention

34 © Yankelovich, Inc. 2008 The Segmentation Company a division of Yankelovich 34 Thank you


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