Professor Alan Tapp & Sean Johnson

Professor of Marketing, University of the West of England & Research Fellow, University of the West of England

Professor Alan Tapp has more than 100 publications and has led or been involved in projects funded to well over £1m.

He was director of The Bristol Social Marketing Centre from 2007-2013 during which its funding partners included the DfT, COI, the Department of Health, HM Treasury, Sport England and a variety of regional and local authorities and NHS trusts. Alan’s main research interests are in how social and critical marketing can help change embedded cultures and social norms.

Professor Tapp is currently project lead for research projects on community models of end of life care with Public Health England, and on young drivers and behaviour change, funded by The Road Safety Trust and The DfT (the subject of this presentation).

Sean Johnson’s research focuses on behaviour change among young adults, including risky driving and problematic alcohol consumption, utilising a range of quantitative and qualitative methodologies.

His other interests include psychopharmacological research on the effects of alcohol and other drugs on driving performance and the pathology, treatment and prevention of alcohol hangovers.

Presentation: Wheels Skills and Thrills
A new approach to changing driving behaviour is being trialled in a project that will combine a ‘marketing-led’ approach to young driver training with black box sourced performance feedback. The trial, called ‘Wheels Skills and Thrills’ and funded by the Department for Transport and the Road Safety Trust, will show how marketing can be used strategically and challenge conventional thinking that driver behaviour change is limited to the domain of the 3Es. The project is managed by a coalition of experts from Loughborough, UCL and TRL and led by Alan Tapp.

This presentation will explain the ideas behind a marketing-led approach and what differentiates marketing philosophies. It will also present the latest findings from the early stages of the project.