So you think you re a perfect driver? M&S Car Insurance shows how difficult it really is

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1 7 th September, 2005 So you think you re a perfect driver? M&S Car Insurance shows how difficult it really is (O B / (4 + D I )) + ((R E + A N ) / (8 + (1/2) (I M + R T ))) + (S A / (2 + (1/2) (A G + C O )) = PERFECT DRIVER Marks & Spencer Car Insurance has created a formula that shows just how tricky it is to be a perfect driver. The equation derives from research* using a new online driving simulator, which has been designed by M&S Car Insurance as a fun way to encourage drivers to think about how they behave behind the wheel. The formula takes into account nine factors that contribute to driving performance: reaction time risk taking competitiveness aggression spatial awareness distraction impatience anticipation observation The formula stems from results generated by the M&S Motor Safety simulator, which seeks to replicate common decisions that we make behind the wheel every day. The simulator hands out penalty points to participants who drive badly while negotiating a route across a typical town. At the end of the test drivers receive a score, showing how safely they ve driven. M&S

2 Car Insurance has collated all the scores to build an overall impression of how safe Britain s drivers are. So far, the data collected has completely dispelled the male perception that men are better drivers than women. For example, women incurred fewer speeding penalties, caused less damage to their car, took fewer risks, had a better awareness of hazards like traffic lights and speed cameras and displayed a sound understanding of map reading. A massive 84% of women planned their journey, whereas just 64% of men took the trouble to read the map, preferring instead to rely on their renowned innate sense of direction. Having reviewed the simulator s findings, consultant psychologist for M&S Car Insurance, Dr David Lewis, devised the Perfect Driving formula that breaks down the components of driving safely into categories. The Perfect Driving formula gives an indication of your current level of driving skill but also how certain aspects of it could be improved, said Dr Lewis. It encourages drivers to think about what skills go in to becoming a good driver and hopefully they ll take those thoughts on to the roads when they re next behind the wheel. Steve Price, head of M&S Car Insurance said: We all think we re good drivers. But driving safely is harder than we think. Our Perfect Driving formula may bring back hazy memories of school algebra but it does illustrate in a fun way how many factors are involved in driving safely from A to B. When things go wrong, drivers want to be back on the road as quickly as possible. That s where M&S Car Insurance really helps, providing a hire car for up to 14 days and European breakdown cover as standard. Anyone wishing to test their safe driving skills can log on to the Motor Safety simulator at

3 ENDS For further information contact the M&S Money press office: Liz Neild Tel: Ben Todd Tel: Notes to editors *More than 1,200 participants used the Motor Safety simulator between March and June 2005, with 513 fully completing the test and receiving scores. 1. The Safe Driving formula (O B / (4 + D I )) + ((R E + A N ) / (8 + (1/2) (I M + R T ))) + (S A / (2 + (1/2) (A G + C O )) = SAFETY RATING Variables: O B D I R E A N I M R T S A A G C O = observation = distraction = reaction time = anticipation = impatience = risk taking = spatial awareness = aggression = competitiveness Rating Ranking Description of Driving Skill Safe driver High level of skill Good but could do better Poor room for improvement Extremely poor and dangerous How the formula was calculated The key factors involved in driving skills were identified by means of in-depth interviews with a range of range of people involved in motor safety including members of the Institute of Advanced Motorists, professional driving instructors and police trainers. These were confirmed by studies of a large number of different drivers of both sexes aged between 18 and 65. The nine factors were then used by Dr David Lewis to develop the formula, which takes into account not only key personal abilities such as powers of observation, spatial awareness and reaction time but also age related issues, such as risk taking and sex differences, such as the greater aggression of male motorists. A guide to calculating your safe driving score Step one: Rate yourself as realistically as possible, using a scale of 0 10, on each of the nine factors below. In most cases the higher rating you select the more strongly you agree with the statement. For example, if you rate your ability to observe road conditions and the behaviour of other road users at slightly above average you might give a rating of 6 or 7 on O B. If you felt you were less observant than you might like, you might award yourself a rating of 4 or lower. If you believe these observational powers to be average then you would rate yourself at 5. Step two:

4 The second factor, distraction is concerned with the number of other tasks you undertake while driving, such as making or taking mobile phone calls on a handsfree kit, noisy children, restless pets and so on. Here you would only rate this high if you are frequently and persistently distracted while driving. The lower your rating the less there is to distract you from controlling your vehicle. Step three: The same applies to risk taking, aggression and competitiveness. Here the higher your self-assessed rating the more you believe yourself to be a risk taker, an aggressive driver or highly competitive behind the wheel. Rate all the factors listed using the same 0 10 scale. Step four: Carry out the calculation using these values and the final result will give you your safe driving score. Example: Case study: 27-year-old driver rated himself on the nine factors Observation (O B ) = 8 (Above average) Distractions (D I ) = 1 (Hardly any) Reaction Time (R E ) = 8 (Above average) Anticipation (A N ) = 8 (Above average) Impatience (I M ) = 2 (Below average) Risk Taking R T ) = 1 (Below average) Spatial Awareness (S A ) = 7 (Above average) Aggression (A G ) = 2 (Below average) Competitiveness (C O ) = 2 (Below average) When these numbers are used in the Safe Driving formula this is how he rates overall: (O B / (4 + D I )) + ((R E + A N ) / (8 + (1/2) (I M + R T ))) + (S A / (2 + (1/2) (A G + C O )) = (8 / (4 + 1)) + ((8 + 8) / (8 + (1/2) (2 + 1))) + (7 / (2 + (1/2) (2 + 2)) = (8 / 5) + (16 / 9.5) + (7 / 4) = = 5.05 The formula was devised by Dr David Lewis, BSc(Hons), D.Phil., FISMA, FINSTD, C.Psychol. He is a Chartered Psychologist, researcher and author with more than a dozen books on mental and emotional enhancement to his credit. These include Thinking Better & Know Your Own Mind (with James Greene); Minds Skills and Information Overload: Practical Strategies for Surviving in the Modern Workplace. David has a first class honours degree in psychology from the University of Westminster and a D.Phil from the Department of Experimental Psychology at the University of Sussex. He is a Fellow of the International Stress Management Association and a Principal Member of the Association of Business Psychologists. He is currently Director of Research and Development at Neuroco, a Neuromarketing research company ( 2. About the Motor Safety Simulator: The concept The Motor Safety simulator was created and built by CheethamBellJWT Digital It was distributed anonymously via to allow users to test their awareness of road safety, hazards and signs in a simulated environment Gathering data The player provides details about their driving history, including information on their sex, age range, number of years they have held a licence, driving offences, make and model of their car and engine size. This information is anonymous and cannot be used for marketing purposes

5 The objective of the simulator is for the player is to drive from A to B as quickly and as safely as possible without incident and with the least amount of penalties while observing any events that are happening in the surroundings Players are presented with a journey scenario that will test the following: Journey planning (by choosing a route from a map) Speed, including awareness within certain speed restricted zones Awareness of signs and directions Awareness of potential obstacles including pedestrians, other vehicles and restrictions Patience in traffic and potential risk taking There are different scenarios to be played so players will not be able to play the same simulation twice 3. About M&S Money Car Insurance M&S is currently offering 50 off premiums on all new car policies until October 17 th 2005 If you re an &MORE customer, you ll also receive 250 &MORE points free until December 31 st 2005** Inclusive breakdown cover in the UK and Europe Inclusive hire car for up to 14 days after accident, fire or theft Plus a courtesy car after that if your own is still off the road, subject to cover and availability Inclusive Keycare for Marks & Spencer Card customers Repairs guaranteed for three years Easy application with no forms to fill Helpful telephone claims service Green card for up to 90 days travel per trip Discount available for buying online Instant quotes by freephone or online Instant cover Debit card, credit card or direct debit payment Comprehensive, third party fire and theft or third party only cover **Points will be converted at the next or subsequent loyalty mailing. Points are available to &MORE scheme members only and only one &MORE claim can be made per account. All information captured by the Motor Safety simulator is anonymous and is not used for marketing or as a tool for calculating premiums