Project: DVO Key Words Report

Reference: KW05

Last update: 12/04/2006 14:58:53


- To examine motorists' views and experiences of the key words used in online searches for motoring services
- To determine words and phrases most commonly typed into search engines
- To identify most popular words/phrases relating to statutory services
- To identify 'service descriptors' to incorporate into URLs
- To identify best language options to describe various key terms to communicate services


The research consisted of two phases:

1. Four group discussions with 8-10 respondents in London and Manchester with:
- Learner drivers
- Car Drivers with full licence
- Motorcyclists
- Vocational drivers

2. Fieldwork dates: 30 June - 6 July 2005
An online survey of 925 motorists:
- 212 Learner drivers
- 272 Drivers with full licence
- 225 Motorcyclists
- 216 Vocational drivers


MORI (Market and Opinion Research International Ltd)
MORI House, 79-81 Borough Road, London, SE1 1FY
+44 (0)20 7347 3000

Contract details

Cost to the Department: £35,700.00

Actual start date: 05 May 2005

Actual completion date: 07 July 2005


DVO Key Words Report
Author: MORI
Publication date: 27/07/2005
Source: For a copy of the survey report, please contact Tom O'Dwyer, DVO Customer Research Manager, Tom.o'

Summary of results

  1. - People are familiar with some DVO terms, but there is lack of understanding of many of the official terms and a fundamental misunderstanding of others. For example, 'VED' means nothing to a third of motorists and two-thirds incorrectly think that a 'registered vehicle keeper' refers to a car owner

    - The term 'vehicle excise duty' does not mean anything to three in ten, but those who are familiar with the term tend to understand it correctly

    - 'Vehicle registration' is widely misunderstood; the majority believe the term refers to the number or licence plate of the car. 12% think 'vehicle registration' is the same as the 'logbook'

    - A 'vehicle registration certificate' means nothing to a fifth of motorists, though the term is better understood and is less misleading than 'vehicle registration'
    The term 'registered vehicle keeper' is misunderstood: two thirds incorrectly say it refers to the owner or legal owner

    - There is a good understanding about 'provisional' and 'full' driving licences. Although, the official terms for other types of licence (for example when a 'renewal', 'duplicate' or 'exchange' licence is required) are much less well understood

    - When using the internet to search for DVO services, motorists type in phrases or words that reflect what they need or want to do, ie lost or stolen licence (for a 'duplicate' licence) and a clean licence (for an 'exchange')

    - There is a good level of understanding of the statutory terms surrounding the driving test, such as the 'practical driving test', 'highway code' and 'drivers' theory test'

    - A fifth of motorcyclists are aware that 'Approved Training Bodies' teach motorcyclists. Many motorcyclists believe ATB's teach HGV drivers

    - Around half of motorcyclists (51%) are aware that the 'Direct Access Scheme (DAS)' is training for motorcyclists

    - The terms 'sale of marks' and 'cherished transfers' are meaningless to a large majority (90% and 61% respectively). The term 'personalised number plate' is more widely understood

    - The term 'MOT' was found to be universally understood in the qualitative research and it was not deemed necessary to quantify motorists' understanding any further