USING SOCIOLOGICAL DATA TO DEFINE TARGET GROUPS - THE SPEED LIMITS' CASE

This paper considers a methodology for grouping drivers in order that they might be targetted by a campaign. The results of a survey carried out in France on attitudes to speed limits and other aspects of driving are used to build up a picture of the respondents. Three attitude patterns are identified: a) supporting, b) oppositional and c) refractory. Refractory attitudes are seen in particular among young drivers and business men. Strategies for persuading these two groups to drive more safely are suggested. For the covering abstract see IRRD 880187.