Breakout #3b

Breakout Session #3

Human Factors in Road Vehicle Automation

Tuesday, July 19

Room- Continental 4

Tuesday July 19, 2016 Topic:
Look Ma’, No Hands! MyCarDoesWhat: Preparing the American Public for Automated Vehicles and Changing Transportation Network


  • Daniel V. McGehee and Ashley McDonald, University of Iowa, Transportation and Vehicle Safety Research Division
  • Alex Epstein, National Safety Council


As automated vehicles continue to be developed and deployed, a critical safety component of the road system is ensuring that users (drivers, riders, and those that observe automated vehicles) know how to effectively interact with such vehicles. While the technologies to implement higher levels of automation are moving rapidly, until recently, preparing the public for this eventuality has been lagging. This includes not just the user/driver/rider, but also others included in the entire transportation network (e.g., pedestrians will also interact with such vehicles). It is critical to ensure that not only users of automated vehicles have realistic expectations of automated vehicles, but also other vulnerable road users, non-­‐automated vehicles, etc. In a day and age where consumers are bombarded with information, it’s vital to ensure messaging gets to the user early and often and that it’s easy to understand information.

Goals of Session and Planned Outputs

  1. Bring together key stakeholders involved in consumer education around driving
  2. Identify critical consumer education needs around partially and fully automated vehicles (including identify key stakeholders to be involved) both inside (as a driver) and out (observing other automated vehicles or truck platoons).
  3. Identify possible challenges or barriers to future consumer education

Output 1: Define the critical components of consumer education (who are the audience segments, how to reach each segment, key points to reach the audiences, when to reach audiences, etc.).

Output 2: Define the key players in consumer education and how players can work in tandem.

Output 3: Write definitions and identify high level research gaps and needs.

Session Topics and Activities:

  • Value of consumer education (case study of MyCarDoesWhat) – the what of consumer education and the why it is needed
  • Consumer education challenges faced to the industry and how those challenges can be mitigated
  • Key players and stakeholder roles
  • Identify research gaps and needs in regard to consumer education around automated vehicles
1:30pm – 1:40pm Welcome and Introduction
1:40pm – 2:50pm Case Study: MyCarDoesWhat and the research behind it
  • Current challenges to consumer education (how to reach the consumer, what is already out there, media portrayal, consumer interest)
  • Current campaigns’ content vs. what the research shows the consumer wants (information wise)
  • Research driving the campaign
  • MyCarDoesWhat campaign assets
  • MyCarDoesWhat evaluation tactics
2:50pm – 4:00pm Current Research vs. Future Research Needs
  • International efforts – LaRoche, France, UK, Sweden
  • Universities
  • VTTI
  • MCity
  • Future Research Needs
4:00pm – 4:15pm BREAK
4:15pm – 5:00pm Define Research Questions
  • Reveal Wordmap exercises
  • Define the need for consumer education
  • Define potential challenges
  • Define the “consumer” (not necessarily the driver anymore), define the stakeholders, etc
  • Define the “consumer” and other roadway users and their unique needs to education
  • What metrics will be important to track on the consumer understanding side, driving analytical side, technology side, manufacturer side, insurance side, etc.

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