THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation

 
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THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
THINK! Motorbikes presentation
November 2014

    THINK! Motorbikes presentation
    © TNS November 2014
THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
THINK! 2014 Motorcycling campaign
THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
Campaign objectives

Contribute to a reduction in motorcyclist KSIs resulting from multi vehicle
collisions at junctions and motorcyclist loss of control accidents

Two-pronged approach:

 1. Drivers                                2. Riders
 • Maintain awareness main                 • Increase motorcyclists’
    cause of motorcyclist                      knowledge and use of defensive
    casualties are driver ‘fail to             riding skills
    look accidents’
                                           •   Increase rider’s awareness of
 • Maintain awareness of
                                               and consideration of taking
   motorcyclists by making
                                               further training
   drivers think more about the
   person riding the bike
THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
Audience

                                                  Riders
Drivers
• All drivers with a specific   • Primary: Male ‘hobbyist’
  focus on males aged 17-34       riders aged 35-54 years
  years
                                • Secondary: Male riders
                                      aged 27-34 years
THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
Drivers

‘Didn’t See’ Radio adverts

• Son
• Daughter
• Husband
THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
Riders

     Never too good
Never too good - Results

YouTube                     Facebook

Trailer – 39,764 views      Total Reach = 6,964,100

Episode 1 – 80,774 views    Total Likes/Comments/Shares = 44,400

Episode 2 – 160,922 views   Total Post Clicks = 110,800

Episode 3 – 127,181 views

Episode 4 – 57,436 views

TOTAL = 466,077 views
Facebook comments

           This has persuaded me to go out
Ginny Santer                                                   Real good stuff! Not the usual
                                                      Neil Smith
and do some advanced training on my bike              emphasise on going slowly but about going
sooner rather than later. I did it in my car and      safely and still enjoying a ride out
benefitted from it. Now it's time to do it on my
bike too.
                                                          I would love to watch this on tv guys!
                                                   Tony Cole

                                                   really well put together

          Just had a look at the iam website
Graeme Mccolm

and if you join up you get Personal Rac
                                                           David Stephenson   sign me up please
cover too.

            I could be interested in this, just
Andy Shepherd                                        Rick TroopFantastic. Loved watching these short
returned to bikes at the age of 50                   films. Only wish they where longer. I pass my
                                                     bike test this summer too at the age of 54
                                                     having not ridden a bike for 37 years and that
                                                     was a 50cc so I have learnt so much. Think I
                                                     will be doing advanced riding in the spring.
Agenda

            Campaign background

          Drivers: Key findings              Riders: Key findings

          Campaign awareness                 Campaign awareness

          Campaign communication             Campaign communication

                                             Cause and responsibility for
          Vulnerability of motorcyclists
                                             motorcycle accidents

          Cause and responsibility for       Precautions taken to avoid
          motorcycle accidents               accidents

          Awareness of motorcyclists while
                                             Further training
          driving and precautions taken

            Insight and Recommendations

         THINK! Motorbikes presentation
         © TNS November 2014                                                4
1
Campaign background

      THINK! Motorbikes presentation
      © TNS November 2014
Campaign background

           Campaign objectives                     Timings             Target audience                 Research

    Maintaining awareness that the         Drivers campaign   All drivers with focus on      Face to face omnibus
    main cause are driver ‘fail to look’   July – Aug 2014    males 17-34 (most likely to      – all motorists
    accidents at junctions.                                   be involved in a ‘failed to      (610)
    Maintaining awareness of                                  look’ accident)                Post: 20 -26 Aug 14
    motorcyclists by making drivers
    think more about the person riding
    the motorcycle

    To increase motorcyclists’          Riders campaign       Male ‘hobbyist’ riders 35-54   Online panel – riders
    knowledge and use of defensive      Sept – Oct 2014        Passionate about biking         of 500cc+ bikes
    riding skills and encourage them to                         and active within biking        (500)
    undertake further training                                  and digital communities      Pre: 8 -12 Sept 14
                                                               Highest fatality group       Post: 16 - 20 Oct 14
                                                               Ride more powerful bikes
                                                                on faster rural roads
                                                               May be returning to biking
                                                                and/or may have had very
                                                                little formal training
                                                                beyond passing their test

        THINK! Motorbikes presentation
        © TNS November 2014                                                                                          6
Advertising used in 2014

      Drivers: Didn’t see                                Riders: Never too good

                                                   Online video
Radio ads                                          (Facebook, TrueView and MCN)

                                                   Riding defensively makes you less vulnerable.
                                                    Further training can improve your defensive
 The main cause of motorcyclist casualties are     riding skills and reduce your risk of having an
  drivers failing to look properly at junctions     accident
 Under every rider’s helmet there’s a person      Further skills training can improve your ride
  who’s someone’s son, husband or daughter         No matter how good or experienced you are,
 Imagine what it would feel like to be             there is always more to learn
  responsible for the death of a motorcyclist      There is a training package to suit everyone
 THINK! take longer to look for bikes             Further training is enjoyable
                                                   People like you / people you admire have taken
                                                    further training and benefitted from it

            THINK! Motorbikes presentation
            © TNS November 2014                                                                       7
Campaign mix and spend over time

                                                                        Spend (£)
                                        April 09         April 10         July 11             Apr 12   May 13    Aug 14    Oct 14
          Activity                     Final ‘How
                                                                                   Named Rider
                                         close’

          TV                            1,094,497        873,804                          704,029

          Poster/ Outdoor                135,300         171,843

          Radio                          399,362         257,052          275,649         203,821      627,222   319,069

          Online including
                                                         162,937          239,732                      105,008             61,807
          Video on Demand

          Petrol station                                                   59,280             54,600   138,144

          Cinema                                         100,199

          Total media                  1,629,159 1,565,835               574,661          962,450      870,374   319,069   61,807

 NOTE: Net media, including all fees ex ad agency commission. All figures exclude Radio CM.

               THINK! Motorbikes presentation
               © TNS November 2014                                                                                                  8
2
Drivers: Overview of key findings

       THINK! Motorbikes presentation
       © TNS November 2014
Drivers: Overview of key findings

      Radio ad performs well in terms of recognition, compared with previous
  1   higher spend bursts

      Awareness maintained that drivers pulling out in front of bikes is the most
  2   common cause of motorcyclist casualties (KPI), but perceived vulnerability
      of motorcyclists among motorists continues to fall

      Agreement that ‘when I see a motorcycle I think about the person riding it’
  3   has been maintained (KPI)

  4   Limited evidence of impact on behaviours

        THINK! Motorbikes presentation
        © TNS November 2014                                                         10
3
Drivers: Campaign awareness

       THINK! Motorbikes presentation
       © TNS November 2014
Despite lower spend and fewer sources, awareness of motorbike
activity on a par with last year for key target
% seen/ heard something in a campaign source

            78                        78
                                                                                          68
            76
                                      71
                                                                                                                                                               All motorists
                                                                                          60

                                                                                                                                                               Male motorists
                                                                      20                                              23                                 22    16-34

                                                                      14                                              14                                  8
             Apr                      Apr                              Jul                Apr                         May                               Sept
             09                       10                               11                 12                          13                                 14

Campaign:   ‘How Close’                                                                 ‘Named rider’

   Media:

             Q9. Can I just check, have you seen or heard any advertising or publicity about road safety in relation to motorcyclists in any of these ways?
             Base: All motorists/ Male motorists 16-34

             THINK! Motorbikes presentation
             © TNS November 2014
Spontaneous recall of advertising included clear messages from
the radio ads

      Spontaneous recall of
      motorcycle advertising

                                                             Any mention that can be attributed to
                                   59%                       a current campaign ad
                                        Most frequent mentions:
                                        23%                     Think bike, think biker
                                        12%                     A car driver pulls out at junction not seeing
                                                                bike/collides with bike
                                        12%                     Look twice
                                        11%                     Be careful/look out for bikes
                                           9%                  Think bike/ think once, think twice,
                                                                think bike
       Q10. You said you remember seeing or hearing advertising about road safety in relation to motorcyclists. Please tell me everything that you remember about the
       advertising.
       Base: All motorists who recall hearing advertising from a campaign source (72)

       THINK! Motorbikes presentation
       © TNS November 2014                                                                                                                                              12
Recognition of radio ad similar to 2013 level despite
  lower spend

  % Yes - Have heard radio ad or similar

                                                                                                             37     39     All
                                                                                                                           motorists
                      31
                                           24                        26
                                                                                     18

                     Apr                    Apr                       Jul            Apr                     May    Sept
                     09                     10                        11             12                      13      14

   Campaign:     ‘How Close’                                                         ‘Named rider’

   Spend (£):       399k                  257k                       276k            204k                    627k   319k

TV/ radio led:

                  Q17. Have you heard this ad, or a similar ad on the radio before? (Prompted recognition)
                  Base: All motorists

                  THINK! Motorbikes presentation
                  © TNS November 2014                                                                                              13
Male motorists aged 16-34 more likely to have heard the
  radio ad
  % Yes - Have heard radio ad or similar

                                                                                                                     53
                                                                                                             49
                 43                                                                                                         All motorists
                                                                         33
                                          28                                                27
                                                                                                             37      39     Male motorists
                 31                                                                                                         16-34
                                          24                             26
                                                                                            18

                 Apr                      Apr                            Jul                Apr              May    Sept
                 09                       10                             11                 12               13      14

   Campaign:     ‘How Close’                                                               ‘Named rider’

   Spend (£):       399k                 257k                           276k               204k              627k   319kk

TV/ radio led:

                  Q17: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition)
                  Base: All motorists/ Male motorists 16-34

                  THINK! Motorbikes presentation
                  © TNS November 2014                                                                                                   14
Belief that there is too much road safety advertising remains low

  %
                               There is too much advertising about road safety

         Jun 11                       Jul 11                        Apr 12                      May 13     Sep 14
Agree:     5                               6                              6                           6      5
          41                               2                              1                            2      2
                                           4                             5                             4     3
          11                              13                             10                           11     11
                                                                                                                    Agree strongly
          23                                                                                                 23     Agree slightly
                                          20                             28                           25
                                                                                                                    Neither agree
                                                                                                                    nor disagree
                                                                                                                    Disagree slightly
                                                                                                                    Disagree strongly

          61                              61                             55                           58     62

               Q12f. To what extent do you agree or disagree with each of the following statements?
               Base: All motorists

               THINK! Motorbikes presentation
               © TNS November 2014
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Drivers: Campaign communication

       THINK! Motorbikes presentation
       © TNS November 2014
Main message of radio ad is understood

                                  32% Look out for bikes/motorcyclists
                                    16%                   Junctions/Motorbikes at junctions
                                    10%                     Consideration/ Be careful
                                        8%                   Be more aware of bikes

                                         6%                  Be aware (all other references)

                                         4%                  Look out for bikers/motorcyclists

                                         3%                  Think Bike/ Think about bikes

                                         3%                  Car drivers need to be aware of motorcyclists

                                         3%                  Be (more) observant/vigilant

                                         3%                   Drive carefully/safely

                                         3%                  Look twice for bikes/motorcyclists

       Q18. What do you think was the main message of the radio ad which I have just played to you?
       Base: All motorists (610)

       THINK! Motorbikes presentation
       © TNS November 2014                                                                                   16
Radio ad working better amongst key target audience

                   All motorists                                                                                      Male motorists 16-34
%
                       26                                                                                                                                   35   *
                        24                                                                                                                            26
                                                                          Sticks in my mind
                                19                                                                                                                     27
                       26                                                                                                                              27
                                        12                                                                                             14
                                         11                                                                                       11
                                                                     Aimed at people like me
                                         11                                                                                                      20
                                         11                                                                                                 17
                                                7                                                                         5
                                                 5             Sort of ad I would talk about with                          6
                                                  5                       other people                                4
                                                   4                                                                      6
                                                    3                                                                 4
                                                     2                                                                4
                                                                          Found it irritating
                                            9                                                                                  10
                                                7                                                                     5
                                                    3                                                                         7   *
    Sep-14                                                                                                                                                       Sep-14
                                                    2                                                             1
    May-13                                                               Found it confusing                                                                      May-13
                                      14                                                                              4
    Apr-12                           15                                                                                                 16                       Apr-12
    Jul-11                                                                                                                                                       Jul-11
             Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please
             mention all that you agree with.
             Base: All motorists/ Male motorists 16-34                                                             *indicates statistical significance at 95%

             THINK! Motorbikes presentation
             © TNS November 2014                                                                                                                                              17
KPIs achieved

                     All drivers                                                                                           Male drivers 16-34
%
           35                                                                                                                                         35
                                                   Reminds me of the importance of looking out
          36                                                                                                                                         33
                                                               for motorcyclists
                31                                                                                                                                            42

                         22                       Made me think I should take longer to look for                                     18
                          21                                      motorcyclists                                                           23
                                16                                                                                                        23
                                 14                                                                                               15
                           20                                                                                                       18
                                                    Made me consider the impact on the friends
                          21                                                                                                                 24
                                                   and family of a victim of a motorbike accident

                             18                     Prompted me to take more notice of people                                           20
                              17                        riding motorcycles KPI (maintain)                                         15
                              17                                                                                                             25
                                14                                                                                           11
                              17                                                                                                   18
                               15                  Made me drive more carefully KPI (maintain)                                  14
                                 13                                                                                               17
                                      8                                                                                     9
 Sep-14                            12                                                                                           14                               Sep-14
                                    11                   Made me feel more empathy towards                                  9
 May-13                           14                               motorcyclists                                                   16                            May-13
 Apr-12                            12                                                                                             15                             Apr-12
 Jul-11                                                                                                                                                          Jul-11
          Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please
          mention all that you agree with.
          Base: All motorists/ Male motorists 16-34                                                             *indicates statistical significance at 95%

          THINK! Motorbikes presentation
          © TNS November 2014                                                                                                                                              18
Radio communication among campaign recognisers

% campaign recognisers

                                                                                                                               34
                                                 Sticks in my mind
                                                                                                                             32

                                                                                                          13
                                             Aimed at people like me
                                                                                                      11

                                      Sort of ad I would talk about with                              9
                                                 other people
                                                                                                  7

                                                                                               2
                                                  Found it irritating
                                                                                               2

                                                                                              1
                                                 Found it confusing
                                                                                               2

                                                                                                                                       Sep-14
                                                                                                                                       May-13

          Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please
          mention all that you agree with.
          Base: All campaign recognisers 2014 (255)

          THINK! Motorbikes presentation
          © TNS November 2014
Radio communication among campaign recognisers

% campaign recognisers

                         Reminds me of the importance of looking out                                                                 45
                                     for motorcyclists
                                                                                                                              39

                        Made me think I should take longer to look for                                                 32
                                        motorcyclists
                                                                                                                24

                                                                                                                 25
                          Made me consider the impact on the friends
                         and family of a victim of a motorbike accident
                                                                                                                 25

                                                                                                                23
                          Prompted me to take more notice of people
                                    riding motorcycles                                                     19

                                                                                                                23
                                    Made me drive more carefully
                                                                                                         17

                                                                                                      15
                                                                                                                                  Sep-14
                               Made me feel more empathy towards
                                         motorcyclists                                              13                            May-13

          Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please
          mention all that you agree with.
          Base: All campaign recognisers 2014 (255)

          THINK! Motorbikes presentation
          © TNS November 2014
5
Drivers: Vulnerability of motorcyclists

        THINK! Motorbikes presentation
        © TNS November 2014
Motorcyclists are top of mind when thinking about which road
users are vulnerable, below cyclists

%    Spontaneous                                                                          Prompted

                                                51                                                                                                        78
         Cyclists                                                                                  Cyclists
                                              45                                                                                                         76
                                    26                                                                                                      49
    Motorcyclists                                                                         Motorcyclists
                                     30                                                                                                     49
                              13                                                                                                         44
          Elderly                                                                                Children
                              13                                                                                                         45
                         3                                                                                                   18
      Pedestrians                                                                  Adult pedestrians
                         4                                                                                              11
                        3                                                                                           4
    Young people                                                                             Car drivers
                        2                                                                                          1
                        2                                                                                          2
         Children                                                                            Van drivers
                        1                                                                                          1
                         4
           Bikes
                         3                                                                                                           All motorists
                         4
    Young drivers
                         4
                                                                                                                                     Male motorists
                         3
     New drivers                                                                                                                     16-34
                        1

           Q3b-c. Which groups of road users do you think are the most vulnerable?/ Which of these groups of road users do you think are the most vulnerable?
           Base: Base: All motorists/ Male motorists 16-34

           THINK! Motorbikes presentation
           © TNS November 2014                                                                                                                                  20
Belief that motorcyclists are vulnerable is stable amongst male
drivers 16-34, but falling over time amongst all drivers audience

                  Motorcyclists are more vulnerable in every day driving situations
                                    than other drivers on the road
% agree strongly

                  69
           65                                     6365                      63
                                                                                                   55    54
                                                                            62                                  All
                                                  60                                                            drivers
           54 54
                                                    49                                             47    50

                                                                                                                Male
                                                                                                                drivers
                                                                                                                16-34

            Feb    Apr                           Jun Jul                    Apr                    May   Sept
            10     10                            11 11                      12                     13     14

            Q12a. To what extent do you agree or disagree with each of the following statements?
            Base: All drivers (car/van)/ Male drivers 16-34

            THINK! Motorbikes presentation
            © TNS November 2014                                                                                           21
6
Drivers: Cause and responsibility for motorcycle accidents

       THINK! Motorbikes presentation
       © TNS November 2014
Spontaneously, the most common cause of motorcycle accidents
thought to be speeding (no detail) and speeding motorcyclists
                                                                                                                        2014
%
                                                                                                                        Max.

                                                                                                                        Min.

    26
          26
                        22
                                                                                                         21
    18

                                                13                       12
                        11
                                   11           10                                                                        10
                                                            10
                                                                                      8   7
                                                                          5                       6      4
                                                                                          4                      4
                                                                                                                          2
                                                                                                                                   2

    Speeding             Speeding                Car drivers              Overtaking/     Car drivers     Car driver     Bikes weaving
                        motorcyclists            not looking              undertaking     pulling out     not seeing      in and out of
                                                                                          at junctions   bikes/ bikes         traffic
                                                                                                         hard to see

               Q5. What would you say is the most common cause of motorcycle accidents?
               Base: All drivers (car/van) (593)

               THINK! Motorbikes presentation
               © TNS November 2014                                                                                                        23
Spontaneous cause of motorcycle accidents (over time)
                                                          Post 'Named Rider' campaign (Sep 14)
               26                                         Post 'Named Rider' campaign (May 13)

24                                                        Post 'Named Rider' campaign (Apr 12)
                                                          Post 'Named Rider' campaign (Jul 11)
     22                      22
       21   21                 21                         Pre 'Named Rider' campaign (Jun 11)                                       21

          19           1919                               Post 'Named Rider' campaign (Apr 10)
 18     18
                                                          Pre 'Named Rider' campaign (Feb 10)
                    17            17
                                    16                    Post 'How Close' campaign (Apr 09)                                          16 16

                                                                                                                                         14
                                           1313 13 13
                                                  12                               12                                                         12
                                        11     11    11                                                                                         11
                                                       10                         10                                                                             10
                                                                            9 9             9
                                                                                        8       8
                                                                                                            7               7                                7        7
                                                                                                        6           6           6                    6                    6       6
                                                                        5                                       5       5                                                             5
                                                                                                    4                                                    4                    4

                                                                                                                                                                                          2

Speeding/speed          Speeding             Car driver/people              Overtaking /                Drivers / cars                Car driver not   Bike weaving in
 (no detail by         motorcyclists            not looking                 undertaking                 pulling out at                seeing bikes/    and out of traffic
    whom)                                                                                                 junctions                 Motorbikes hard to
%                                                                                                                                          see

               Q5. What would you say is the most common cause of motorcycle accidents?
               Base: All drivers (car/van)

               THINK! Motorbikes presentation
               © TNS November 2014
On prompting, most common reasons were car drivers pulling in
front at a junction and not noticing motorcycles trying to overtake
                                                                                                                                              2014
% Top three responses
                                                                                                                                              Max.
  64
                                                                                                                                              Min.
                     59
                                           54
  51       52
                     45
                                45         42                    42
                                                      42
                                                                            39
                                                                34
                                                                                                                                 28
                                                                                      25
                                                                                                            23
                                                                                      20          22        19                   19
                                                                                                                         20             19
                                                                                                                                                 13
                                                                                                                                                 11      12

  Pulls out in          Doesn’t                 Loses             Overtakes            Doesn’t see             Doesn’t              Loses            Isn’t
   front of a          notice a                control            when can’t           motorcyclist             leave              control       concentrating
  motorcycle          motorcycle              because                see                  clearly              enough            because of        on car in
      at a             trying to             travelling           oncoming            because rider           room for              road             front
    junction           overtake               too fast              traffic             is wearing           motorcyclist         surface
                                                                                       dark colours

                 Q6. Which three of the following statements would you say are the most common causes of motorcycle accidents?
                 Base: All drivers (car/van)

                 THINK! Motorbikes presentation
                 © TNS November 2014                                                                                                                             24
Prompted cause of motorcycle accidents (over time)
                                                                                                        Post 'How Close' campaign (Apr 09)
             636364
                                                                                                        Pre 'Named Rider' campaign (Feb 10)
                                 59
 55                               5657                                                                  Post 'Named Rider' campaign (Apr 10)
                                                  54
52 535351                                        52 5252                                                Pre 'Named Rider' campaign (Jun 11)
                        5050                   49
                           4748               47                                                        Post 'Named Rider' campaign (Jul 11)
                       45                   44
                                           42                                  42                       Post 'Named Rider' campaign (Apr 12)
                                                                 3939         40 40
                                                                                                        Post 'Named Rider' campaign (May 13)
                                                                         36
                                                                      3434                              Post 'Named Rider' campaign (Sep 14)

                                                                                                                        2827
                                                                                        242425     2323 222222             24
                                                                                       22                    21    222223
                                                                                             20   20  19        1919

                                                                                                                                1212131111121111

    Car driver pulls     Car driver           Motorcyclist   A motorcyclist    A car driver     Car driver     Motorcyclist  Motorcyclist
     out in front of   doesn't notice        loses control overtakes when doesn’t see the doesn't leave       loses control      isn't
     motorcycle at      motorcycle              because      they can't see    motorcyclist   enough room because of road concentrating
        junction          trying to          travelling too oncoming traffic clearly because for motorcyclist    surface    on car in front
%                        overtake                 fast                          the rider is
                                                                              wearing dark
                                                                             colours (New in
                                                                                  Jun 11)
                  Q6. What would you say is the most common cause of motorcycle accidents?
                  Base: All drivers (car/van)

                  THINK! Motorbikes presentation
                  © TNS November 2014
Increase over time in belief that motorbike accidents are equally
the responsibility of car drivers and motorcyclists
% equally the responsibility of car drivers and motorcyclists

                                                                                                                                                           74
                                                                   69 68                  71                          72
             60                   6263
                                                                                                                      67                                   66    All
                                                                   63 63                  62
                                                                                                                                                                 motorists
                                      50
                                                                                                                                                                 Male
                                                                                                                                                                 motorists
                                                                                                                                                                 16-34

             Apr                   Apr                              Jul                   Apr                         May                                  Sep
             09                    10                               11                    12                          13                                   14

             Q7. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?
             Base: All drivers (car/van)/ Male drivers 16-34

             THINK! Motorbikes presentation
             © TNS November 2014                                                                                                                                        25
Increase over time in belief that motorbike accidents are equally
the responsibility of car drivers and motorcyclists

%                                                                                     7272
                                                                                          74
                                                                                  6968                                    Post 'Named Rider' campaign (Sep 14)
                                                                                                                          Post 'Named Rider' campaign (May 13)
                                                                           6263
                                                                         60                                               Post 'Named Rider' campaign (Apr 12)
                                                                                                                          Post 'Named Rider' campaign (Jul 11)
                                                                                                                          Pre 'Named Rider' campaign (Jun 11)
                                                                                                                          Post 'Named Rider' campaign (Apr 10)
                                                                                                                          Pre 'Named Rider' campaign (Feb 10)
                                                                                                                          Post 'How Close' campaign (Apr 09)

                                                                                                    151614
                                              12                                                          11
                                                1010                                                             9 8 9
                   5 4 5 4 4 6 4                        6 6 5 6 7                                                         5    4 5 5 4 5 5 4 4                     4
1 1 1 2 2 1 2 1                          2                                                                                                                 2 1 2 3   2 3 2

       1                      2                          3                          4                          5                          6                      7
Completely car                                                             Equally the                                                                      Completely
    drivers'                                                             responsibility of                                                                 motorcyclists'
 responsibility                                                          car drivers and                                                                   responsibility
                                                                          motorcyclists

             Q7. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?
             Base: All drivers (car/van)

             THINK! Motorbikes presentation
             © TNS November 2014
7
Driver awareness of motorcyclists while driving and precautions
taken

       THINK! Motorbikes presentation
       © TNS November 2014
No change over time in proportions agreeing amongst all drivers

  When I see a motorcycle                            When driving, I often worry                        Because of the way they
  I think about the person                            about failing to notice a                        ride, it can be easy to not
  riding it (KPI measure-                             motorcyclist and hitting                            notice motorcyclists
         maintain)                                              them

   29%     agree strongly                                 21%            agree strongly                  26%       agree strongly

                             Although I know                                              Although I know
                         motorcyclists are human                                      motorcyclists are human
                         beings too, I sometimes                                      beings too, I sometimes
                       forget this and only see the                                 forget to pay extra attention
                                   bike                                              to look out for them while
                                                                                               driving

                         33%            disagree strongly                              38%     disagree strongly

         Q12. To what extent do you agree or disagree with each of the following statements?
         Base: All drivers (car/van)

         THINK! Motorbikes presentation
         © TNS November 2014                                                                                                         27
No increase over time in strong agreement that they think about
the person riding the motorcycle

                       When I see a motorcycle I think about the person riding it

% agree strongly

                                                                                                                All
                                                                                                                drivers

                                                  29 28                     29                     30    29     Male
           26 28                                                                                                drivers
                                                                                                                16-34
                                                  26                                               26
           19 20                                        22                  21                           20

            Feb    Apr                           Jun Jul                    Apr                    May   Sept
            10     10                            11 11                      12                     13     14

            Q12c. To what extent do you agree or disagree with each of the following statements?
            Base: All drivers (car/van)/ Male drivers 16-34

            THINK! Motorbikes presentation
            © TNS November 2014
No increase over time in strong agreement that they think about
the person riding the motorcycle
                       When I see a motorcycle I think about the person riding it                                                   *
     Feb 10         When I26see a motorcycle25
                                             I think about the 26
                                                               person riding12
                                                                             it                                               10

     Apr 10                       28                                     29                           21                 14     8

     Jun 11                        29                                    28                         18              14        11

     Jul 11                        29                                  25                        19                 17        10

     Apr 12                        29                                     30                          19                 15     8

     May 13                        30                                       29                          19               14     8

     Sep 14                        29                                   26                         20               14        11

     Agree Strongly          Agree slightly           Neither agree nor disagree                Disagree slightly   Disagree strongly

         Q12c. To what extent do you agree or disagree with each of the following statements?
         Base: All drivers (car/van)

         THINK! Motorbikes presentation
         © TNS November 2014
No increase over time in worry about failing to notice a
motorcyclist

                  When driving, I often worry about failing to notice a motorcyclist
                                         and hitting them
% agree strongly

                                                                                                                All
                                                                                                                drivers

                                                                                                                Male
                  24                             24 23                                             22    21     drivers
           19                                                                 19                                16-34
                                                  22                                               21
                  19                                18
           15                                                               15
                                                                                                         11
            Feb    Apr                          Jun Jul                     Apr                    May   Sept
            10     10                           11 11                       12                     13     14

            Q12b. To what extent do you agree or disagree with each of the following statements?
            Base: All drivers (car/van)/ Male drivers 16-34

            THINK! Motorbikes presentation
            © TNS November 2014
No increase over time in worry about failing to notice a
motorcyclist
              When driving, I often worry about failing to notice a motorcyclist
                                     and hitting them
     Feb 10                 19                                  33                                     22                14         11

     Apr 10                    24                                     33                                  17             15         11

     Jun 11                   22                                27                              17                19              14

     Jul 11                   22                                 29                              16                19              13

     Apr 12                 19                                   36                                   17                 18         10

     May 13                   22                                 30                                  18             17             13

     Sep 14                  21                                 31                               16                18             14

     Agree Strongly          Agree slightly           Neither agree nor disagree                     Disagree slightly    Disagree strongly

         Q12b. To what extent do you agree or disagree with each of the following statements?
         Base: All drivers (car/van)

         THINK! Motorbikes presentation
         © TNS November 2014
No change in proportion admitting that they forget to pay extra
attention to look out for motorcyclists

               Although I know motorcyclists are human beings too, I sometimes
                 forget to pay extra attention to look out for them while driving
% disagree strongly

                                                                                                                All
                                                                                                                drivers
                                                  44
                                                        37                                         38    38
            34 35                               41                          32                                  Male
                                                                                                                drivers
                                                                                                   32    32     16-34
            29 29                                                           28
                                                      22

            Feb    Apr                           Jun Jul                    Apr                    May   Sept
            10     10                            11 11                      12                     13     14

            Q12e. To what extent do you agree or disagree with each of the following statements?
            Base: All drivers (car/van)/ Male drivers 16-34

            THINK! Motorbikes presentation
            © TNS November 2014
No change in proportion admitting that they forget to pay extra
attention to look out for motorcyclists
              Although I know motorcyclists are human beings too, I sometimes
                forget to pay extra attention to look out for them while driving
     Feb 10         6                   25                         14                      22                        34

     Apr 10         6                  23                       12                      23                          35

     Jun 11        5                21                    12                     21                             41

     Jul 11        5                21                       14                       23                            37

     Apr 12         6                  22                     13                           27                            32

     May 13         6                21                    11                      24                               38

     Sep 14        5              18                    14                        25                                38

     Agree Strongly          Agree slightly           Neither agree nor disagree                Disagree slightly    Disagree strongly

         Q12e. To what extent do you agree or disagree with each of the following statements?
         Base: All drivers (car/van)

         THINK! Motorbikes presentation
         © TNS November 2014
No change in those admitting that they forget that motorcyclists
are people and only see the bike amongst general population. The
proportion of these in target group is increasing slightly
               Although I know motorcyclists are human beings too, I sometimes
                               forget this and only see the bike
% disagree strongly

                                                                                                                All
                                                                                                                drivers
                                                                                                         38
           33 33                                 36                                                35
                                                      32                    29                                  Male
                                                                                                                drivers
                                                 35                                                      33     16-34
                                                                                                   32
            25 29                                      27
                                                                            22

            Feb    Apr                          Jun Jul                     Apr                    May   Sept
            10     10                           11 11                       12                     13     14

            Q12d. To what extent do you agree or disagree with each of the following statements?
            Base: All drivers (car/van)/ Male drivers 16-34

            THINK! Motorbikes presentation
            © TNS November 2014
No change in those admitting that they forget that motorcyclists
are people and only see the bike amongst general population
              Although I know motorcyclists are human beings too, I sometimes
                              forget this and only see the bike
     Feb 10          8                 20                          20                           19                       33

     Apr 10           10                    21                     14                       21                           33

     Jun 11          8                 19                     15                       23                                35

     Jul 11           10                  20                       16                       22                            32

     Apr 12           9                   22                       15                           25                            29

     May 13           8               18                     15                        23                                35

     Sep 14           10                17                    16                         25                              33

     Agree Strongly          Agree slightly           Neither agree nor disagree                     Disagree slightly   Disagree strongly

         Q12d. To what extent do you agree or disagree with each of the following statements?
         Base: All drivers (car/van)

         THINK! Motorbikes presentation
         © TNS November 2014
No real shifts in attitudes towards the way motorcyclists ride

%         Because of the way they ride, it can be easy to not notice
                               motorcyclists

                                   May 13                                                            Sep 14
Agree:                      64                   62                                             67            63

                                                                                                                        Agree
                                                  23                                                          19        strongly
                            25                                                                  26

                                                                                                                        Agree slightly

                                                  39                                                          44        Neither agree
                            39
                                                                                                41                      or disagree

                                                                                                                        Disagree
                                                                                                                        slightly
                            14                    16                                                          15
                                                                                                12
                                                                                                                        Disagree
                            14                    15                                            11                      strongly
                                                                                                              18
                             8                     8                                            9             4
                        All drivers        Male drivers                                   All drivers    Male drivers
                                             16-34                                                         16-34

         Q12g. To what extent do you agree or disagree with each of the following statements?
         Base: All drivers (car/van)/ Male drivers 16-34

         THINK! Motorbikes presentation
         © TNS November 2014
No real change over time in levels who always take precautions

                          Look out for motorcyclists                       Check for motorcyclists
                                when driving                              when changing lanes on a
                                                                             dual carriageway

                                     90%             always                    88%     always

                               Check blind spots for                           Check twice for
                                motorcyclists when                        motorcyclists when pulling
                                   overtaking                                 out at a junction

                                     88%             always                    81%     always

       Q4a. How frequently, if at all, do you do each of the following…
       Base: All drivers (car/van)

       THINK! Motorbikes presentation
       © TNS November 2014                                                                             28
Majority say they always look out for motorcyclists when driving

                                         Look out for motorcyclists when driving

% always
                 91                               89 91                       90    90    90
           84                                                                                  89
                 85                                87 87
                                                                              81    83
           78
                                                                                                    All
                                                                                                    drivers

                                                                                                    Male
                                                                                                    drivers
                                                                                                    16-34

           Feb     Apr                           Jun Jul                      Apr   May   Sept
           10      10                            11 11                        12    13     14

           Q4a. How frequently, if at all, do you do each of the following…
           Base: All drivers (car/van)/ Male drivers 16-34

           THINK! Motorbikes presentation
           © TNS November 2014
Most say they always check blind spots for motorcyclists and
increase amongst all drivers

                            Check blind spots for motorcyclists when overtaking

% always
                                                                                          88
                 83                                86 84                      84    84
           80
                 83                                84 82                      81    82    83
           78
                                                                                                 All
                                                                                                 drivers

                                                                                                 Male
                                                                                                 drivers
                                                                                                 16-34

           Feb     Apr                           Jun Jul                      Apr   May   Sept
           10      10                            11 11                        12    13     14

           Q4c. How frequently, if at all, do you do each of the following…
           Base: All drivers (car/van)/ Male drivers 16-34

           THINK! Motorbikes presentation
           © TNS November 2014
Majority say they always check for motorcyclists when changing
lanes on a dual carriageway

                          Check for motorcyclists when changing lanes on a dual
                                               carriageway
% always
                 87                               88 87                       88    89    88
           84
                                                88                                  86    87
           82 85                                      83                      83

                                                                                                 All
                                                                                                 drivers

                                                                                                 Male
                                                                                                 drivers
                                                                                                 16-34

           Feb     Apr                           Jun Jul                      Apr   May   Sept
           10      10                            11 11                        12    13     14

           Q4d. How frequently, if at all, do you do each of the following…
           Base: All drivers (car/van)/ Male drivers 16-34

           THINK! Motorbikes presentation
           © TNS November 2014
Those who always check twice for motorcyclists when pulling out
at a junction consistent over time

                      Check twice for motorcyclists when pulling out at a junction

% always

                 79                                8081                       82    82    81
           75

                 75                                77 75                            75    74
           69                                                                 72                 All
                                                                                                 drivers

                                                                                                 Male
                                                                                                 drivers
                                                                                                 16-34

           Feb     Apr                           Jun Jul                      Apr   May   Sept
           10      10                            11 11                        12    13     14

           Q4b. How frequently, if at all, do you do each of the following…
           Base: All drivers (car/van)/ Male drivers 16-34

           THINK! Motorbikes presentation
           © TNS November 2014
8
Riders: Overview of key findings

       THINK! Motorbikes presentation
       © TNS November 2014
Overview of key findings

      The videos perform well in terms of recognition, are well liked and make
  1   people think more about signing up for further motorbike training courses

  2   Not being seen at higher levels amongst key target of Males 35-54

  3   At this stage there is limited evidence of impact on behaviours of
      motorcyclists in general

  4   Positive impact seen on attitudes to further training among those who
      recognised the campaign

        THINK! Motorbikes presentation
        © TNS November 2014                                                       30
9
Riders: Campaign awareness

       THINK! Motorbikes presentation
       © TNS November 2014
More awareness of advertising/publicity at post wave, Youtube
seeing large increase
                     %                                                                     %
                                                    19                                             5
                 MCN                                                             Twitter
                                                    19                                                 7
                                               15
             Magazine                                                                              5
                                              14                          Radio advert
                                                                                                       6
                                           13
           Facebook                                                                                4
                                          12
                                                                         Indoor poster
                                         10
            TV advert
                                           12                                                      4
                                                                             Other TV
  Through the internet                   10                               programmes               5                                                 Post
           / a website               8
                                                                                                   4
                                      9                               TV plays / soaps
              TV news
                                     8                                                             5                                                 Pre
      Leaflet / booklet              8                                                         2
                                                                 Other social network
             picked up              7                                                              4
                                     8                                                             4
      Local newspaper                                               Radio programme
                                      9
                                                                                                   4
                                     8
             Youtube                                                                           1
                                                                 Friends/family/WOM
                                 6                                                             1
           Road signs
                                     8                                                         1
                                                                                    IAM
                                 6
   National newspaper
                                  7
                                                                                               1
                                 6                                      Motorbike club
      Poster hoarding
                                 6
                                5                                                                                                               39
        Poster on bus                                                    None of these
                                    7                                                                                                                       47

             Q10. Have you seen or heard any advertising or publicity recently about motorcyclists undertaking training in any of these ways?
             Base: All motorcyclists (Pre stage 500; Post stage 500)

                                                                                    * ‘Indoor poster’ and ‘YouTube’
                                                                                    were included in the post stage only
             THINK! Motorbikes presentation
             © TNS November 2014                                                                                                                             57
Some spontaneous mention of Chaz Davies campaign

     Spontaneous recall of
     motorcycle advertising
                                                                            Training courses or schemes /
                                                            12% Encouraging training

                                                              7%            Advanced training / for experienced riders

                                                               5%           Safety

                                                               5%           Advert or article

                                                               5%           Positive reaction (e.g. I liked it)

                                                               4%           Think bikes / Look out for and be aware of bikes

                                                               4%           Saves lives / Reduces bad or fatal accidents

                                                                3%          Institute of Advanced Motorists

                                                                3%          Local schemes or venues

                                                                3%          Alan Davies & Chaz Davies videos / Online videos / YouTube

                                                                3%          TV

       Q17. You said you remember seeing or hearing advertising or publicity about motorcyclists undertaking training. What do you remember about
       the advertising or publicity. Base: All motorcyclists who saw or heard advertising or publicity (280)

       THINK! Motorbikes presentation
       © TNS November 2014                                                                                                                          33
Good recognition of video, and moreso amongst heavier riders

If seen the video or one similar …                                             % of recognisers higher amongst…
            (prompted)
                   1
                                                                                25% females
                                                                                35% 24-34 year olds
                              19
                                                                                27% motorcyclists who
                                                                                    have had license for 1-5 years
                                                                                32% heavier riders (mileage >10,000)
                   %

          80                               Yes
                                           No
                                           Don't know

          Q18. Have you seen this video or a similar one recently on the internet? The videos feature Chaz Davies and Alan Davies.
          Base: All motorcyclists (500)

          THINK! Motorbikes presentation
          © TNS November 2014                                                                                                        34
10
Riders: Campaign communication

       THINK! Motorbikes presentation
       © TNS November 2014
Key messages being taken out of videos

      Main message of                                                   You’re never too experienced
                                                       23%
         the videos                                                     to learn more safety skills
                                                                        Anyone can learn / You can
                                                        20%             always improve safety
                                                         14%            Training and learning / Extra safety learning

                                                         11%            Ride safely / Be a better and safer rider

                                                           7%           Training helps you ride safely

                                                           7%           Safety without any further details

                                                           6%           Road riding is different to track riding

                                                           4%           Training is fun

                                                           3%           Good video / Positive message

                                                           3%           Saves lives / Keeps you safe

                                                           3%           Think / Think Bike

                                                           3%           Positive reaction without further details (e.g. good)

       Q19. What do you think were the main messages of these videos?
       Base: All motorcyclists (500)

       THINK! Motorbikes presentation
       © TNS November 2014                                                                                                      36
The videos are generally well liked, and this reaction is stronger
amongst key target

Reaction to the videos
                                             %
                                                                                                               56
          I liked the style of the videos
                                                                                                                           66

                                                                                                              54
I liked the people featured in the video
                                                                                                                   58

   Using a professional racer made me                                                               48
         take more notice of the video                                                                   51

                                                                                               44
                   It sticks in my mind                                                             48

     It is the sort of video I would talk                                           35
                about with other people                                               37

                                                   6
                    I found it confusing       4

                                           3
                     I found it irritating 2

                                                       All motorcyclists                   Males aged 35-54

               Q20a. Here are some things that other people have said about the video series that I have just played you part of. Which of these do YOU
               personally feel about the videos?
               Base: All motorcyclists (500) / Males aged 35-54 (164)

               THINK! Motorbikes presentation
               © TNS November 2014                                                                                                                        37
The videos have a positive impact on those who watched them,
and again it is particularly strong amongst the target group

Impact of the videos
                                          %
          It made further motorbike                                                                             45
               training look like fun                                                                                48

        It made me consider further                                                                  40
                 motorbike training                                                                       42

            It made me think further                                                                 40
        training is for people like me                                                          38

  It made me realise further training                                                               39
            would improve my ride                                                                          43

     It made me realise that I could                                                            38
        learn a lot more about riding                                                                      43

             It made me more likely                                                       33
              to take further training                                                         37
                                                                           22
     It made me ride more carefully
                                                                                 24

               It gave me useful tips                                 19
                for riding defensively                                      23

                                                 All motorcyclists                    Males aged 35-54

             Q20b. And which of these do YOU personally feel about the videos?
             Base: All motorcyclists (500) / Males aged 35-54 (164)

             THINK! Motorbikes presentation
             © TNS November 2014                                                                                          38
Amongst those who have seen or heard the campaign more than
2 in 5 claimed to have signed up for further training as a result of
seeing it

 If signed up to a further training course…                                                      Which course?
 (amongst those who heard or seen the campaign videos)
                                                                                                                      %
                                                                                                                THINK                             6
                                                                                        Advanced / advanced test
               3                                                                                                                     3
                                                                                             (unspecified)

                                                                                                                     AA              3
                                                                                            Advanced motorcycle
                                   43                                                                                           2
                                                                                            training (unspecified)
                   %                                                                      Advanced driving course
                                                                                                                                2
                                                                                               (unspecified)
   54
                                                                                         Local motorcycling course              2

                                             Yes                                                 BikeSafe workshop              2
                                             No
                                             Don't know                                    Government Schemes /
                                                                                                                                     3
                                                                                                  DVLA

                                                                                 BikeSafe Workshop was also mentioned along with some other
                                                                                 generic mentions of advanced motorcycle training

            Q21. Have you signed up to a further training course as a result of seeing the campaign? Q22. Which further training course did you sign up to?
            Base: All motorcyclists who have heard or seen campaign video (93), All who signed up for further training (43) - Caution: low base size

            THINK! Motorbikes presentation
            © TNS November 2014                                                                                                                               39
11
Riders: Cause and responsibility for motorcycle accidents

       THINK! Motorbikes presentation
       © TNS November 2014
Post campaign, spontaneous mentions of drivers being the cause
of motorcycle accidents decreased

% Top 10 most common causes of motorcycle accidents
 (unprompted)

                                                                                                                                Pre       Post

 15   15
            11
                    8       8               8      8
                                   4                       5      4        5      3      4            3      3       3      4         3          3
                                                                                                1
Speeding    Car driver    Car drivers     Car drivers      Car drivers   Inexperience Lack of        Poor driving    Speeding             Cars
           not seeing/    not looking                     pulling out at   of driver/ attention by                  motorcyclists
             noticing                                       junctions         rider    car drivers
              bikes

            Q2. What would you say is the most common cause of motorcycle accidents?
            Base: All motorcyclists at pre and post stage (500/500)

            THINK! Motorbikes presentation
            © TNS November 2014                                                                                                                      66
No real movement between pre and post on causes of motorcycle
accidents

% Top 10 most common causes of motorcycle accidents
 (prompted)

                                                                                                                                   Pre   Post
    69     71

                      43     42         41      40

                                                           31                 30
                                                                  28                 26
                                                                                                 23     23         23        22

                                                                                                                                   10    12

   Pulls out in       Doesn’t              Loses            Loses          Doesn’t leave       Overtakes          Doesn’t see         Isn’t
    front of a       notice a             control          control         enough room         when can’t         motorcyclist    concentrating
   motorcycle       motorcycle           because         because of             for               see                clearly        on car in
       at a          trying to          travelling          road            motorcyclist       oncoming          because rider        front
     junction        overtake            too fast         surface                                traffic           is wearing
                                                                                                                  dark colours
             Q3. Which three of the following statements would you say are the most common causes of motorcycle accidents?
             Base: All motorcyclists (pre/post stage 500/500)

             THINK! Motorbikes presentation
             © TNS November 2014                                                                                                                  67
Amongst the target group, slight movement in those seeing
motorcyclists as being responsible

 %                                             All motorcyclists                                                     Males aged 35-54
                                           2                          3                                                                        2
  7 (Completely                                                                                                     4                          3
                                           5                          5
  responsibility of
                                                                                                                   12
  motorcyclists)                                                                                                                              16
                                          13                         14
  6

  5

  4 (Equal responsibility)                                                                                         59
                                          60                         59                                                                       60

  3

  2
                                                                                                                   15
                                                                     14                                                                       12
  1 (Completely                           15
  responsibility of car                                                                                             8                          6
  driver)                                  4                         5
                                           1                         1                                              2                          2
                                          Pre                       Post                                           Pre                       Post

              Q4. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?
              Base: All motorcyclists / Males aged 35-54 (Pre stage 500/164; Post stage 500/164)

              THINK! Motorbikes presentation
              © TNS November 2014                                                                                                                           68
12
Riders: Precautions taken to avoid accidents

       THINK! Motorbikes presentation
       © TNS November 2014
There is no increase in frequency of those precautions that are
            already common

                             Precautions taken (1)
                                                                                                        Never               Rarely        Occasionally   Always
                                                                                                  %
                                                                             Post                1 3      17                               78
                                   Think ahead and give yourself
                                           time to react                     Pre                 1 3        21                                 75
Ranked by Top2Box at pre stage

                                                                             Post             1 4        14                               80
                                       Wear protective gear
                                                                             Pre              1 4         16                              79

                                  Plan your approach to bends so             Post                1 3       18                              77
                                 you can go round them smoothly
                                             and safely                      Pre                 23         20                             74

                                 Position yourself in the safest and         Post                1 2       18                              77
                                   best place to maximise your
                                   visibility of potential hazards           Pre              1 4          19                              75

                                 Take a ‘lifesaver’ glance over your         Post                 5           22                            71
                                   shoulder before carrying out
                                             manoeuvres                      Pre             1    5           22                               72

                                                                                                                                                         *’Don’t know’ not shown
                                            Q9. How frequently, if at all, do you do each of the following when riding your motorcycle?
                                            Base: All motorcyclists (Pre stage 500; Post stage 500)

                                            THINK! Motorbikes presentation
                                            © TNS November 2014                                                                                                                    70
                                                                                                                                                                                   45
There is however slight improvement for those precautions that
            are generally taken less often

                             Precautions taken (2)
                                                                                                                  Never              Rarely    Occasionally   Always
                                                                                                          %
                                 Ride at a speed that lets you stop          Post                     24            20                             73
                                 within the distance you can see is
                                                clear                        Pre                      15             26                             67
Ranked by Top2Box at pre stage

                                                                             Post                             3     20                             76
                                  Anticipate the actions of others
                                                                             Pre                      15            22                             71

                                 Avoid filtering through traffic or          Post        5           13                         43                      38
                                 overtaking on the approach to a
                                              junction                       Pre         3           13                        40                       42

                                                                             Post        6           13                    36                      43
                                  Wear bright reflective clothing
                                                                             Pre     7               15                   30                  46

                                                                             Post                4        9                37                  37
                                  Use a planned system of riding
                                                                             Pre             5        11                   34                 37

                                                                                                                                                              *’Don’t know’ not shown
                                            Q9. How frequently, if at all, do you do each of the following when riding your motorcycle?
                                            Base: All motorcyclists (Pre stage 500; Post stage 500)

                                            THINK! Motorbikes presentation
                                            © TNS November 2014                                                                                                                         71
                                                                                                                                                                                        46
13
Riders: Attitudes towards further training

        THINK! Motorbikes presentation
        © TNS November 2014
No change in uptake or consideration of further training. Main
barrier is belief in having enough experience

   If have taken or would consider                                                 Reasons for not considering further training
          further training…
                                                                                                                    %
                                                                                     Have enough experience
          Pre                                  Post                                                                                                     37
                                                                                                    already

                                                 1                                                   Price / Cost                15
          3                                 10
    11
                                                                               Already ride safely / Carefully                   14
                       40                                   41
                                                 %                                                I don't need it                14
           %

                                                                                             Don't ride enough              11
                                       51
   52
                                                                                                   Age / Too old
                                                                                                                            10

                                                                                   Already aware of dangers
                                                                                                                            9
                                                                                          of other road users
         Yes, I have taken further training                                             It is car drivers who
                                                                                                                        6
         Yes, I would consider further training                                           need more training
         No                                                                       Have already or thinking of           6
         Don’t know                                                                           giving up biking

                                                                                                            Other                     18

              Q5. Have you taken or would you consider taking further motorbike training to improve your skills and safety when on your motorbike?
              Q6. Why would you not consider taking further motorbike training?
              Base: All motorcyclists (Pre stage 500; Post stage 500), all motorcyclists who would not consider further training (pre and post combined 102)

              THINK! Motorbikes presentation
              © TNS November 2014                                                                                                                              73
                                                                                                                                                               48
Differences in perceptions around further motorbike training
amongst those who recognised the campaign

Statements about further
motorbike training (1)                                         Disagree strongly          Disagree slightly          Agree slightly           Agree strongly
                                                                                               %                                                    Sig. diff.
                                         Post - CR**                     29            18           18               26
   I wasn’t aware of any further         Post – All               37                  23           14       11
         training schemes
                                         Pre                       38                 21            17       10

                                         Post – CR                             25         12            32                     19
    I don’t know what further            Post – All
        training involves                                                20            20              29              10
                                         Pre
                                                                         20            21             25             11

                                         Post – CR                        30              15          23                  26
  I’ve passed my motorbike test,         Post – All
    that’s all the training I need                              37                   25            15       8
                                         Pre
                                                                 33                  25            14       8

                                         Post – CR
    I don’t need more training                                                 11      17             27                    25
                                         Post – All
    because I already ride well                                     13              29              19          10
                                         Pre
                                                                          13         23             19          11

                                         Post – CR
   I’ll become a skilled rider by                                                          1 3             32                          51
                                         Post – All
  experience and riding regularly                                                          1 4                  47                           34
                                         Pre
                                                                                          1 6                   46                          32

                                         Post – CR
  Riding defensively makes you                                                         3 9                 34                          46
                                         Post – All
         less vulnerable                                                               5 7                 33                        40
                                         Pre
                                                                                       4 8                 34                       35
                                         **CR – campaign recognisers                               *’Neither agree nor disagree’ and ‘Don’t know’ not shown
             Q8. To what extent do you agree or disagree with each of the following statements about further motorbike training?
             Base: All motorcyclists (Pre stage 500; Post stage 500), campaign recognisers (93)

             THINK! Motorbikes presentation
             © TNS November 2014                                                                                                                              74
                                                                                                                                                              49
There is a positive change in perceptions around further motorbike
training amongst those who recognised the campaign

Statements about further
motorbike training (2)                                          Disagree strongly         Disagree slightly       Agree slightly          Agree strongly
                                                                       %                                                                        Sig. diff.
Further training can improve your         Post - CR**                                35                                 60
defensive riding skills and reduce        Post – All                  1              35                               54
 your risk of having an accident          Pre                         12              40                               47

                                          Post – CR                                 32                                61
    Further skills training can           Post – All
        improve your ride                                              2             36                               53
                                          Pre
                                                                      12             37                               51

     No matter how good or                Post – CR                   1             32                                62
  experienced you are, there is           Post – All
always more to learn about riding                                     1              36                               55
                                          Pre
                                                                      12             35                               55
                                          Post – CR
   There is a training package                                       12              37                               47
                                          Post – All
        to suit everyone                                            2 3              37                     27
                                          Pre
                                                                    1 3              35                    27
                                          Post – CR
         Further training                                             11            32                         47
                                          Post – All
           is enjoyable                                              1 3             38                       31
                                          Pre
                                                                     1 4            34                      31
                                          Post – CR
    Further training is aimed             Post – All                6               33                           44
        at people like me                                         2 6               34                    26
                                          Pre
                                                                 4 8                 36                    25
                                          **CR – campaign recognisers                              *’Neither agree nor disagree’ and ‘Don’t know’ not shown
              Q8. To what extent do you agree or disagree with each of the following statements about further motorbike training?
              Base: All motorcyclists (Pre stage 500; Post stage 500), campaign recognisers (93)

              THINK! Motorbikes presentation
              © TNS November 2014                                                                                                                             75
                                                                                                                                                              50
Half of motorcyclists are not aware of any further training
schemes, but IAM, BikeSafe and RoSPA were mentioned most

Motorbike training schemes heard of..
All mentions >1%                   %
                            IAM                                13                   51%       selected ‘Don’t know’ or answered ‘None’
Advanced motorcycle training
                                                     8
 / course / test (unspecified)
          BikeSafe Workshop                      7
               All other police
                                             5                                      Other mentions:
              course mentions
                        RoSPA            4                                                   RAC
                                                                                             Harley Davidson (Rider's Edge)
  Enhanced Rider Scheme                  4                                                   BMF (Blue Riband)
    Advanced driver / driving                                                                Ridesafe
                                    2                                                        ACU
   course / test (unspecified)
                                                                                             Star Rider
 Advanced test (unspecified)        2                                                        Honda
                                                                                             THINK
                            CBT     2                                                        Pass Plus
                                                                                             DAS (Direct Access)
                              AA    2                                                        Motorcycle Association / Club / Centre
   Local motorcycling course
                                    2
              (all mentions)

               Q7. Please list any further motorbike training schemes you have heard of
               Base: All motorcyclists (Post stage 500)

               THINK! Motorbikes presentation
               © TNS November 2014                                                                                                       76
                                                                                                                                         51
14
Insight and Recommendations

       THINK! Motorbikes presentation
       © TNS November 2014
Insight and recommendations

        Research insights                               Recommendations

Drivers targeted radio ad continues to
                                                Continue with lower spend campaign for
perform well in terms of recognition, despite
                                                drivers
reduced spend
                                                Continue with current messaging as it
Limited impact on behaviour measures
                                                seems to be showing some impact on
among all drivers – not seen previously
                                                behaviour
Riders campaign performed well in terms of      This targeted media strategy works very
recognition and response to the campaign        well for the riders group and should be
although not at higher levels within key        continued for future activity with increased
target                                          signposting for key target audience
Limited evidence yet of an increase in riders   It is too early in the campaign messaging to
using defensive riding techniques although      see an impact on behaviour - future activity
positive impact seen on attitudes towards       should continue to communicate defensive
further training among those who                riding techniques, as well as encouraging
recognised the campaign                         training

           THINK! Motorbikes presentation
           © TNS November 2014                                                                 53
Base sizes

                                      Apr 09   Feb 10   Apr 10   Jun 11   Jul 11   Apr 12   May 13   Aug 14
Base
                                      (post)    (pre)   (post)    (pre)   (post)   (post)   (post)   (post)

All motorists                         1,308    1,412    1,294    1,222    1,244    1,134    1,985     610

All drivers (car/van)                 1,293    1,332    1,272    1,209    1,232    1,124    1,971     593

All motorists who recognise a
                                      1,201      N/A     883      N/A      702      794      942      255
campaign ad

Male motorists 16-34                   140       149     145      144      153      153      281      217

Male drivers (car/van) 16-34           132       146     134      136      150      150      275      203

                THINK! Motorbikes presentation
                © TNS November 2014
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