Abstract
This paper considers a methodology for grouping drivers in order that they might be targetted by a campaign. The results of a survey carried out in France on attitudes to speed limits and other aspects of driving are used to build up a picture of the respondents. Three attitude patterns are identified: a) supporting, b) oppositional and c) refractory. Refractory attitudes are seen in particular among young drivers and business men. Strategies for persuading these two groups to drive more safely are suggested.