Two researchers from the University of West England will showcase to delegates at Young Driver Focus 2018 a trial project that combines a ‘marketing-led’ approach to young driver training with black box sourced performance feedback.
Professor Alan Tapp, professor of marketing, and Sean Johnson, research fellow, will deliver a presentation at the annual conference which takes place at the Royal Automobile Club, Pall Mall on 25 April 2018.
Now in its fifth year, Young Driver Focus examines current and future thinking with regard to the vital issue of reducing crashes and casualties among young drivers and their passengers.
Young Driver Focus is jointly organised by FirstCar, Road Safety GB and the RAC Foundation, in association with the young driver insurer ingenie, who has been the event’s headline sponsor for the past four years.
Professor Tapp and Sean Johnson’s presentation will outline a current research project on young drivers and behaviour change, funded by the DfT and the Road Safety Trust.
The project, ‘Wheels Skills and Thrills’, aims to show how marketing can be used strategically and challenge conventional thinking that driver behaviour change is limited to the domain of the 3Es (education, enforcement and engineering).
The project is being managed by a coalition of experts from Loughborough University, University College London and the Transport Research Laboratory, led by Alan Tapp.
Professor Tapp has more than 100 publications and has led or been involved in projects funded to more than £1m. His main research interests are in how social and critical marketing can help change embedded cultures and social norms.
Sean Johnson’s research focuses on behaviour change among young adults, including risky driving and problematic alcohol consumption, utilising a range of quantitative and qualitative methodologies.
Young Driver Focus 2018
The cost of attending Young Driver Focus 2018 is £150 for Road Safety GB & Academy members; £175 plus VAT for other attendees from the private sector, the third sector, academia and ADIs; and £195 for all other attendees (all plus VAT). The delegate fee includes lunch and all other refreshments.