1. Tuesday, February 19, 2019
DSAR Presentation

2. Why do YOU ride? Tuesday, February 19, 2019
What are the reasons that you actually choose to ride a bike?
Speed
Camaraderie
Sensations
Challenge
Release
Independence
Tuesday, February 19, 2019
DSAR Presentation

3. Who cares about motivation? (I can’t be bothered)
Tuesday, February 19, 2019
Who cares about motivation? (I can’t be bothered)
Motivation gives you the key to engaging with a rider: an understanding of the things that are important to them.
A rider’s motivation should inform you what techniques are likely to be successful.
Ask yourself – what is success going to look like with this rider? How can I achieve that WITH them? It isn’t a game – they need to benefit from this as well!
DSAR Presentation

4. The 7 Types of Motorcyclist: Passion, Performance & Practicality
Tuesday, February 19, 2019
The 7 Types of Motorcyclist: Passion, Performance & Practicality
Handouts – PPR442 (Findings)
The DfT commissioned a report to identify and segment riders, with a view to understanding their attitudes to risk, fatigue and safety. The findings of this report go beyond simple safety implications for riders and offer an insight into the key reasons people ride motorcycles and ways in which we can identify and reach out to these target audiences.
DSAR Presentation

5. The 7 Types of Motorcyclist
Look-at-me enthusiasts
24.8%
Showing Off
The 7 Types of Motorcyclist
Riding disciples
Performance disciples
16.3%
8.3%
Riding hobbyists
Performance hobbyists
Passion
14.5%
14.7%
Car rejectors
Car aspirants
10.1%
11.2%
Performance
DSAR Presentation

6. Accident Propensity (1 accident every...)
Look-at-me enthusiasts
5.6 years
29,000 miles
Showing Off
Accident Propensity (1 accident every...)
Riding disciples
Performance disciples
9.7 years
58,000 miles
7.2 years
50,000 miles
Riding hobbyists
Performance hobbyists
Passion
15.1 years
56,000 miles
7.7 years
40,000 miles
Car rejectors
Car aspirants
7.7 years
34,000 miles
6.0 years
25,000 miles
Performance
DSAR Presentation

7. Look-at-me enthusiasts Performance disciples Performance hobbyists
Image – make training sexy
Showing Off
Motivation?
Riding disciples
Performance disciples
Training to enhance rapport with the bike
Training to improve performance
Riding hobbyists
Performance hobbyists
Passion
Training to meet other like-minded riders
Training to enhance experience
Car rejectors
Car aspirants
Training as a cheap safety benefit
Training as a cheap route to better driving
Performance
DSAR Presentation