Case study · Transport and travel
Shaping and evaluating a distracted-driving campaign
Qualitative research explored the causes of driver distraction, tested campaign materials and helped Calderdale Council target its road-safety campaign more effectively.
AudienceCalderdale residents aged 30 to 50
ApproachFour 90-minute focus groups with six to eight participants in each
Value to Calderdale CouncilEvidence to refine campaign targeting, messaging, and materials
The brief
- Calderdale Council commissioned Enventure Research to inform the development and subsequent evaluation of a road-safety campaign aimed at reducing distracted driving among residents aged 30 to 50.
- The research needed to explore current driving habits, causes of distraction and lapses in concentration, and the factors most likely to influence behaviour.
- It also pre-tested campaign materials so the Council could understand their likely impact before wider rollout.
The approach
- A qualitative approach was chosen to explore inattentive driving in depth.
- Four focus groups were held with residents in the target age range across Calderdale. Each lasted around 90 minutes and included six to eight participants, with recruitment stratified by age and gender.
- Experienced Enventure moderators used a structured discussion guide covering driving habits, distraction, behaviour change, campaign messages, and reactions to proposed materials.
The outcome
- The research gave the Council detailed insight into what residents considered distracting, which messages were most likely to influence behaviour and which audiences were most appropriate to target.
- Participants also provided practical feedback on the campaign materials and how local drivers were likely to respond.
- Calderdale used the findings to target the campaign more effectively. The campaign was subsequently reported by the Council as successful in encouraging drivers to change their habits and reduce distractions.
Client feedback
“I have rated Enventure Research as excellent – a true representation of the level of service provided to us as the client.”
Kate MarshDeputy Road Safety Officer, Calderdale Metropolitan Borough Council