Young Pre-Driver Qualitative Research July 2007

This insight gathering research explored attitudes among young pre-drivers towards speeding, driving after drinking and after taking illegal drugs. It was commissioned by the Edinburgh-based Union Advertising Agency, on behalf of RSS, to inform the advertising agency’s information strategy as, although considerable information existed regarding qualified and provisional drivers, there was no single study gathering insight on young pre-drivers. The aim of this research was to understand pre-drivers’ attitudes to speeding, drink-driving and drug-driving, in order to inform the development of an effective communications and information strategy designed to change the future driving behaviour of pre-drivers.