Crash Avoidance-Quick Query Results

Appendix E - Crash Avoidance -QuickQuery Results.ppt

Advanced Crash Technologies Qualitative Research

Crash Avoidance-Quick Query Results

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  1. NHTSA Crash Prevention and Crash Protection Ratings Display Survey Results

 

  1. Methodology and Research Objectives

  • Method: QuickQuery online omnibus service 

  • Number of Interviews: 2,249 

  • Field Duration: March 27-April 1 

  • Tested images in the survey can be found in the appendix at the end of the document. 

  • The primary objective of the research was to determine the preferred crash prevention feature indicators to help guide NHTSA develop an optimal display.   

  • Crash protection ratings displays were also tested to determine a preference for the presence or absence of placeholder stars. 

 

  1. Executive Summary

  • When compared to text (black and color), check marks emerge as the clear choice for crash prevention feature indicator implementation. 

    • –When asked to rank each display from most to least appealing overall, the majority select check marks as their first choice. The displays with black and colored text are rated extremely similarly in all categories; however, when forced to choose between the two, colored text is favored overall. 

    • –Check marks are also easiest to read and understand, most visually appealing, most effective in illustrating crash prevention technologies, and most effective in communicating the importance of Electronic Stability Control. 

    • –Though check marks are preferred overall, each tested crash prevention display is a viable option for NHTSA to implement.  There is relatively little difference among displays in terms of legibility, understandability, visual appeal, and effectiveness of illustrating crash prevention technologies.   

  • Crash protection ratings displays without placeholder stars are preferred most often overall.  This contradicts findings from the focus groups in which the majority of participants preferred displays with placeholder stars.  The exact reason for this change in opinion is unknown as no follow-up questions were asked; however, it is most likely a result of the added legend on the display without placeholder stars, which indicates that crash prevention ratings are out of a possible 5 stars. 

 

  1. When asked to rank each display based on overall appeal, check marks are overwhelmingly ranked #1.  Black text is least appealing overall.

  1. Rank of Displays

 

  1.     Marks

  1. Colored Text

  1. Black Text

  1. #1- Most Appealing

  1. 51%

  1. 26%

  1. 23%

  1. #2- Second Most Appealing

  1. 31%

  1. 44%

  1. 25%

  1. #3- Least Appealing

  1. 18%

  1. 30%

  1. 52%

 

  1. Check marks are the easiest indicators to read and understand and are most visually appealing.

 

  1. Check marks are also the most effective indicators in illustrating presence of crash prevention features and communicating the importance of Electronic Stability Control.

 

  1. The majority of respondents agree that all displays are easy to read and understand.

 

  1. Half of respondents agree that check marks have the most visual appeal.

 

  1. The majority of respondents agree that all displays are effective at illustrating presence of crash prevention features.

 

  1. Respondents agree that all displays are effective in communicating importance of Electronic Stability Control.

 

  1. Between the two text display options, colored text is favored overall.  

  1. Text Preference by Age

 

  1. 18-34

  1. 35-44

  1. 45-54

  1. 55+

  1. Colored Text

  1. 75%

  1. 63%

  1. 56%

  1. 48%

  1. Black Text

  1. 25%

  1. 37%

  1. 44%

  1. 52%

 

  1. Crash protection ratings displays without placeholder stars are most preferred.

  1. Star Display Preference by Age

 

  1. 18-34

  1. 35-44

  1. 45-54

  1. 55+

  1. No Place holder Stars

  1. 55%

  1. 61%

  1. 60%

  1. 68%

  1. Place holder Stars

  1. 45%

  1. 39%

  1. 40%

  1. 32%

 

  1. Crash Prevention Displays – Black Text

 

  1. Crash Prevention Displays – Colored Text

 

  1. Crash Prevention Displays – Check Marks

 

  1. Crash Protection Ratings Displays
    – Placeholder Stars

 

  1. Crash Protection Ratings Displays
    – No Placeholder Stars

 

  1. NHTSA Prevention and Crash Protection Ratings Display Survey Results

 
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