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© Yankelovich 2008The 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”
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 2
Background and Methodology
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 3
Background and ObjectivesTo 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
© Yankelovich, Inc. 2008The 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%
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 5
Summary of Overall Findings
© Yankelovich, Inc. 2008The 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
18%
82%
Other At-Risk DriversDrivers Most At Risk
82%18%
Other At-Risk DriversDrivers Most At Risk
Share of At-Risk Drivers
Share of “Bad” DUI’s
© Yankelovich, Inc. 2008The 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 R’s:
Reasons
Rationales, and
perceived Risks
The Two I’s:
Impacts, and
Influences of others
POPOV:
Perceptions,
Opinions, and
Points Of View
© Yankelovich, Inc. 2008The 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 R’s, the 2 I’s, … 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)
© Yankelovich, Inc. 2008The 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 R’s, the 2 I’s, … 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 don’t just “turn off the message”
Summary of Findings (Continued)
© Yankelovich, Inc. 2008The 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?
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 11
• A guy walks into a bar…
Elements of a Segmentation
© Yankelovich, Inc. 2008The 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
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 13
Introducing:
The Five At-Risk Driver Segments
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 14
Introducing … Middle-Class Risk TakersThey 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 don’t worry too much about the consequences ”
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 15
Middle-Class Risk Takers: Profile
100Drinks/ Occasion Index
145Risk of Arrest Index
74Risk of DUI Index
107RISK INDEX
100Drinks/ Occasion Index
145Risk of Arrest Index
74Risk of DUI Index
107RISK INDEX
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
© Yankelovich, Inc. 2008The 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 “wasn’t 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!
© Yankelovich, Inc. 2008The 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
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 18
“I’m likely to take precautions so I don’t 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
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 19
11%Of DUI Incidents
22%Of At Risk Drivers
Socially Accountable Drinkers: Profile
80Drinks/ Occasion Index
28Risk of Arrest Index
92Risk of DUI Index
67RISK INDEX
80Drinks/ Occasion Index
28Risk of Arrest Index
92Risk of DUI Index
67RISK INDEX
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
© Yankelovich, Inc. 2008The 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
© Yankelovich, Inc. 2008The 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”
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 22
“Let’s 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
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 23
26%Of DUI Incidents
19%Of At Risk Drivers
Inexperienced Social Drinkers: Profile
115Drinks/ Occasion Index
74Risk of Arrest Index
123Risk of DUI Index
104RISK INDEX
115Drinks/ Occasion Index
74Risk of Arrest Index
123Risk of DUI Index
104RISK INDEX
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:
• “It’s not easy to find a way home after drinking unless you drive yourself”
• “It’s impossible to have good time when you are a designated driver”
© Yankelovich, Inc. 2008The 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
© Yankelovich, Inc. 2008The 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
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 26
“I’m unlikely to drive after having too much to
drink”
They are least likely to …• Drink excessively
• Have DUI’d 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
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 27
8%Of DUI Incidents
21%Of At Risk Drivers
Responsible Drinkers: Profile
72Drinks/ Occasion Index
96Risk of Arrest Index
67Risk of DUI Index
78RISK INDEX
72Drinks/ Occasion Index
96Risk of Arrest Index
67Risk of DUI Index
78RISK INDEX
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”
• “It’s impossible to have good time when you are a designated driver”
• “I sometimes don’t realize when I’ve had too much to drink”
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 28
Responsible Drinkers: Implications
• Segment is a much lower threat to DUI
–Don’t “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?
© Yankelovich, Inc. 2008The 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 “he’s only had a few ….”
• As with Socially Accountable drinkers, a good message is:
“It only has to happen once”
• Use segment’s 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:”
© Yankelovich, Inc. 2008The 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 don’t always know when I’ve 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.”
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 31
37%Of DUI Incidents
18%Of At Risk Drivers
Discontented Blue Collars: Profile
133Drinks/ Occasion Index
156Risk of Arrest Index
144Risk of DUI Index
144RISK INDEX
133Drinks/ Occasion Index
156Risk of Arrest Index
144Risk of DUI Index
144RISK INDEX
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• “It’s impossible to have a good time and be a designated driver”
• “The penalties for drunk driving are too harsh”
© Yankelovich, Inc. 2008The 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.
© Yankelovich, Inc. 2008The 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 you’re going to tie one on, plan ahead – and get some help.”
–Make it socially acceptable to seek – and offer – help/intervention
© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 34
Thank you