Fail to look - Market Research

The West Yorkshire Vision Zero Partnership is looking to procure market research to explore "fail to look" incidents in West Yorkshire. In accordance with the Department for Transport's guidance, we are defining 'Failed to look properly' as: "A driver/rider either failed to look where they were going or they looked, but misinterpreted what they saw (looked but did not see). Code may be used where driver/rider was not paying attention to the road ahead." Failure to look is the most frequently occurring contributory factor in collisions caused by careless driving. With careless driving being one of the Fatal 5. Following the research, it is the intention to create a communications campaign aimed at changing behaviours around failing to look. The research should also deliver clear communications objectives with this outcome in mind. We would be looking for the project to be completed by August 2025 but this timescale can be discussed with the successful supplier should it be seen to need longer. We would be looking for: • Frequent update meetings (weekly/bi-weekly) as the project progresses with a specific meeting to go through the findings at the end of the project. • A mid-way report. • A final report. • Summary reports for different audiences in the Vision Zero Partnership - Communications Group, Delivery Group, Steering Group. • An overview PowerPoint presentation on the findings of the research. We would be the owners of the resulting data and reports which will be used and published as we see fit to share best practice.