Child Passenger Safety Research General Market
The overall purpose of this research was to increase awareness about proper restraint use for children up to age 12. Creative concepts were tested in order to determine which one was most impactful and motivated respondents to seek more information.
Underage Drinking and Driving Project / Creative Development Research
Six focus groups of Teen Friendship pairs were conducted in Chicago IL and Paramus NJ (3 in each city). These teens were socially active 16-18 year old teens of driving age in each city who drink alcohol at least occasionally. They attend parties with friends and are aware of the dangers of drinking and driving. We were trying to learn, among other things, how do we determine which campaign/idea/execution is showing the most promise.
Underage Drinking and Driving Market Research Report
Preventing Underage Drinking and Driving
Strategic Exploratory: A partnership of the Ad Council, NHTSA, and Merkley & Partners
Texting & Driving PSA Communication Check
On behalf of The Ad Council and NHTSA, Pereira & O’Dell developed two creative approaches for texting and driving public service announcements (PSAs). The team wanted to gauge consumer reaction, receptivity, and potential for behavioral impact prior to deciding which creative approach to move forward.
2015 "Buckle Up. Every Trip. Every Time." Logo Treatment Market Research
NHTSA tested new logo treatment ideas to support its social norming seat belt tagline "Buckle Up. Every Trip. Every Time." Assessments of multiple logo treatments were made among research participants during the Click It or Ticket advertising campaign focus groups. The participants were men ages 18-34 who self-reported to be part-time or non-users of seat belts.
2015 "Click It or Ticket" National TV Ad Campaign Market Research
NHTSA developed a new campaign to support the Click It or Ticket seat belt enforcement effort. In developing the 2015 campaign, NHTSA conducted ten (10) focus groups total in 4 cities - Richmond, Phoenix, Houston, and Atlanta - to assess participant response on TV commercial concepts.
NHTSA is at the exploratory stage for insights and understanding that will help guide strategic planning and messaging campaign development to curb dangerous speeding behavior.
2014 Speeding Exploratory Focus Groups Topline Report
NHTSA developed a new campaign to support the Click It or Ticket seat belt enforcement effort. In developing the 2012 campaign, NHTSA held four (4) focus groups in each of two (2) cities - Kansas City and Seattle - to assess participant response on TV commercial concepts.
Creative concept: "Bobbleheads"
Creative concept: "Dinged"
Creative concept: "Fake-a-Rooney"
Creative concept: "It's Beginning"
NHTSA launched the new impaired driving campaign Drive Sober or Get Pulled Over to support the ongoing high visibility enforcement (HVE) efforts. In developing the campaign, NHTSA held focus groups in Oklahoma City last year to assess participants views on TV commercial ideas and taglines to support the new campaign. The findings were as follows:
Drunk Driving Topline Report (April 2011)
Combined Messaging Topline Report (August 2011)
Oklahoma City Focus Groups - Day 1
Oklahoma City Focus Groups - Day 2
NHTSA and the Ad Council conducted eight (8) focus groups in two (2) cities in order to gain understanding of the most contemporary and motivating messages to prevent "Buzzed" driving amongst drivers, ages 21-34. Below is the final report of why, when, and how the consumer research was conducted and what the results were based on analyses of the raw data.