Understanding and Messaging to At-Risk Drivers: At Risk Driver Segmentation 

A new report reveals 5 segments of drivers at risk for drunk driving. In a 5-year follow on to the ground breaking Porter Novelli study (2002) "Prevention of Impaired Driving: Research and Recommendations" which identified 4 segments of most likely to be at risk impaired drivers, Yankelovich, Inc. was commissioned to reassess the most at risk/impaired driver population.

The Yankelovich study found and provided ways to reach these 5 new target segments. This research for the Governors' Highway Safety Association (GHSA) used a web based survey of 834 individuals. The results may be of interest to states, communities, partners/stakeholders, and law enforcement personnel.

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