Shell SA reveals it’s study on driver behavious
Johannesburg (Saturday, 23 September, 2017): Shell South Africa, in partnership with internationally-renowned Goldsmiths, University of London announced the results of its new ground-breaking emotion tracking research to better understand South African motorists. The announcement was made at the annual Shell V-Power SEFAC Experience Day, the largest gathering of Ferrari supercars from Maranello in the Southern Hemisphere, at the Kyalami Grand Prix Circuit north of Johannesburg.
Observing diverse driving conditions from three continents across the globe, the study used a combination of the latest wearable emotion tracking devices with chatbot technology, GPS, as well as weather and traffic information and personality questionnaires, to give the most complete picture of what drivers are experiencing on the road. Nearly 3,000 drivers will participate in the study across 10 countries around the world.
In South Africa, the findings revealed that despite intense traffic conditions across the country, it’s not all doom and gloom. Journey times of those studied in South Africa proved to be shorter than motorists in Europe and Asia, averaging 27 minutes per trip verses up to 40 minutes in the Netherlands and 60 minutes in the Philippines. South African motorists in the study saved more time on the road than motorists in Asia at an average speed of 35km/h, compared with just 14km/h in Malaysia and 18km/h in the Philippines.
Furthermore, the study uncovered the tactics that South African motorists are using to remain focused and calm on the roads, and an overall high-performance mindset amongst the nation’s drivers:
Move to the music: drivers who listen to music achieved the strongest driver performance scores. Similarly, drivers who made a conscious effort to relax while driving listening music and other mindfulness techniques performed best behind the wheel.
Always look on the bright side: drivers that displayed a high-performance, optimistic mindset and are full of life achieved the highest driving performance and smoothest journeys.
Family comes first: who we drive with determines how we drive. Drivers who reported to have children, family members or friends in the car used less harsh driving techniques and achieved higher smooth trip scores.
Rural vs urban drivers: motorists in rural areas had the highest performance and smooth scores compared with city slickers.
Passion pays off: drivers who reported a passion or enjoyment of driving paid more attention to their performance on the road, and achieved higher performance scores.
Dr. Chris Brauer, Director of Innovation at Goldsmiths, University of London, said: “The nature of this study allows us to observe not only the impact of external factors such as weather and traffic on drivers whilst on the road, but also the internal factors that we as drivers have more control over.”
“Looking at drivers in South Africa, we can see that the highest performing drivers displayed an overall sense of positivity and optimism, making a conscious effort to relax and stay chilled behind the wheel by listening to music.”
Shell’s commitment to research extends beyond fuel innovation and the customer experience. Brand, Fuels and Customer Experience Manager at Shell SA Frans Maluleke said: “This experiment was an interesting and valuable insight for us about our valuable customers and the South African market in general.”
“We understand that drivers face many challenges on their daily commutes. Our aim is to utilise the findings of the research to enhance the customer experience and design offers that cater for their needs”, adds Maluleke, “We are confident this is a step forward to our journey of becoming South Africa’s favourite forecourt retailer and to making customers life’s journeys better.”
Shell recently launched its next generation of advanced fuel formulations enhanced with Dynaflex technology that helps to clean and protect key fuel system components such as intake valves and fuel injectors from the build-up of performance robbing deposits. This keeps engines clean and protected for efficient running. The new fuels are the result of over five years and many hours in research and development, to help enhance the efficiency of customers’ journeys. The new fuels formulations are available at Shell stations nationwide.
“We place customers at the heart of everything we do, and we aim to give them one less worry on the road”, says Maluleke, “We hope motorists will experience the benefits of our new fuels, enhanced with our latest DYNAFLEX technology, so that they can enjoy better journeys on the road”.
About Shell Retail
Shell is the largest branded global network and is the number one preferred brand in our sector. There are approximately 43,000 Shell branded retail sites operating in more than 80 countries, selling around 158 billion litres of fuel annually. Approximately 500,000 people work on Shell branded Retail sites where more than ten million customer transactions are processed every day. Shell Retail’s business vision is to be the Best Fuels Retailer in the World: the best in the industry for customers, partners, dealers and shareholders. Shell sells to retail customers directly and indirectly. The indirect business goes through channels such as joint ventures and licensing agreements with third parties. Shell has more than 50 years of fuel card expertise and offers a leading fuel card to B2B customers in 27 countries. Approximately 1.65 million customers with 5 million cards are served globally, resulting in an average of four B2B card transactions every second.
About the Shell South Africa Emotion Tracking Research
The emotion tracking research was conducted in South Africa from 30 August – 12 September 2017. The research included over 271 drivers and explored links between driver emotions and their performance and efficiency. Data was collected using the latest wearable, chatbot, and driver performance technologies to track, measure, and correlate driver emotions with driver performance and contextual and environmental factors from personality to diet, music, health, weather, and traffic.
Dineo Pooe, Shell Spokesperson – T: +27(011) 996 7000 / E: Dinoe.Pooe@shell.com
Fathima Ebrahim, Edelman SA – T: +(27)011 504 4000 / E: Fathima.Ebrahim@edelman.com