What is no one measuring in road safety?
Crashes show what has already happened. This material explains how to measure whether an initiative actually changed risk perception, intention and behavior over time.
What you'll find in this material
The limits of reactive indicators
Why crashes and severity indicators only record the problem after it has happened.
Impact metrics
The difference between measuring reach and proving a real change in risk perception.
Awareness Delta
How to turn the perception shift caused by an experience into measurable data.
Predictive indicators
Risk perception, self-efficacy, intention to change and retention over time.
D0 and D15 measurement
How to compare immediate impact with the effect retained fifteen days after the initiative.
Evidence for decision-making
Data for ESG, compliance, budget justification and brand differentiation.
Who this content is for
For road concessionaires and leaders who need to prove the impact of road-safety initiatives beyond the number of people reached.
- Road concessionaires
- Operations
- Road safety
- ESG
- Compliance
- Executive leadership
Crashes are lagging indicators
Metrics such as UPS and the number of people reached show what happened or how many participated. They do not prove whether the initiative changed behavior.
Download What No One Measures
Explore an approach to measuring real changes in risk perception and turning road-safety initiatives into evidence.
