Ford's 'Distraction Lab' Researchers Use High Tech Goggles to Help Ensure Drivers Keep Eyes on Road

DEARBORN, Mich., Oct. 20, 2009 -- --  Ford researchers at the company's Human Machine Interface Verification
      Laboratory - or "Distraction Lab" - use state-of-the-art occlusion
      goggles to help reduce driver distraction

  --  The special goggles track "eyes on the road" time, complementing
      Ford's real-world and simulated driving studies to accelerate new
      connectivity technologies that help reduce distractions

  --  The goggle studies verify earlier Ford research used to determine how
      information should be displayed and accessed on in-vehicle telematics
      systems such as its SYNC and GPS navigation

  --  Teens may be most vulnerable to driving distractions -- National Teen
      Driver Safety Week Oct. 18-24 serves as reminder to teens, "don't text
      and drive"

Ford Motor Company , as the final phase of its research into the cause and effects of distracted driving, is utilizing high-tech goggles that measure the amount of time drivers take their eyes off the road to help validate in-vehicle technologies such as GPS navigation systems.

The special "occlusion" goggles are used in testing at Ford's Human Machine Interface Verification Laboratory - or "Distraction Lab." Ford engineers and technologists use the data to accelerate the safer design of telematics systems that keep drivers connected and informed.

In occlusion studies, the test subject wears goggles equipped with small liquid crystal display (LCD) screens that rapidly blink open and closed in a regulated sequence while the subject views graphics and text information on a new device such as a navigation screen. Open goggles represent eyes-off-road time, or when the driver is looking away at a device. Closed goggles represent eyes-on-road time.

If 85 percent or more of test subjects are able to comprehend the information on screen in the time allowed, then the related task - such as reading and selecting an address on a navigation screen - is considered compliant with industry guidelines. If too many of the test subjects cannot complete the task in time, the function is designed to be locked out when the vehicle is in motion, and can only be operated when the vehicle is stopped.

"Occlusion testing is faster and a lot more efficient than other methods for determining eyes-off-road time and the potential for visual distraction," said John Shutko, Ford technical specialist in Human Factors and Ergonomics. "In the past, we used occlusion testing primarily to verify other research, but over the past couple of years we've been able to develop test models with the technology that allows us to rapidly complete research faster than ever before."

Thanks in part to occlusion testing, the information displayed on Ford's latest-generation navigation system is purposely limited to comply with industry guidelines and help reduce the risk of driver distraction.

The hands-free, voice-operated advantage

Occlusion testing also was instrumental in determining the appropriate amount of information provided to drivers who use the latest SYNC application - Traffic, Directions & Information (TDI).

The feature leverages SYNC's industry-leading voice-recognition software, integrated GPS and Bluetooth-capable phones to provide simple hands-free access to personalized traffic reports, precise driving directions and up-to-date information including business listings, news, sports and weather. This information is provided through the car's audio entertainment speakers, allowing the driver to keep hands on the wheel and eyes on the road.

"Studies show voice-operated systems like SYNC offer significant safety benefits over hand-held manual devices," says Dr. Louis Tijerina, Ford senior technical specialist. "If people are going to use nomadic devices - and there's no reason to believe that they will stop - Ford wants to offer our customers a safer way to use them, through SYNC."

A recent study showed that SYNC, Ford's fully integrated voice-operated in-car communications and entertainment system, significantly reduced the level of distraction when test participants selected a phone number or choose a song on their MP3 player compared with the same operations using hand-held cell phones and music players.

For example, the research conducted by Ford shows study participants spent an average of 25 seconds with their eyes off the road to select a song with a hand-held MP3 player compared with two seconds for those choosing a song using SYNC. Read more about this and other related research here.

Teen Risk of Distraction

Teens may be particularly vulnerable to driver distraction because they lack experience behind the wheel and may not recognize the risks of hand held texting and dialing while driving. Recent studies show four out of five teens use cell phones and MP3 players, and many of them associate their wireless devices with an improved quality of life, according to a national survey from CTIA and Harris Interactive.

Ford Motor Company research shows that teens, particularly 16- and 17-year-olds, are much more willing to take risks while driving, such as taking their eyes off the road for longer periods of time to manually dial a phone number, send a text message or search for a song to play. The National Highway Traffic Safety Administration (NHTSA) confirmed that distracted driving may be involved in up to 80 percent of road collisions - the leading cause of death for teens in America.

"The national government has called texting while driving a national epidemic, and this is especially true for teenagers who text more than adults and do so in a more dangerous way while driving," said Sue Cischke, Ford group vice president for Sustainability, Environment and Safety Engineering. "At Ford, teen safety and driver distraction are critically important issues - not just during National Teen Driver Safety Week, but year round. We also recognize that responsible, experienced drivers want to stay connected in their vehicles, so Ford has designed voice-operated systems to deliver connectivity in a safer manner."

A recent Ford-commissioned survey showed that younger drivers view driving distraction risks differently. Only 61 percent of those under the age of 35 believe that reading text messages from a mobile device is "very dangerous" compared to 92 percent of study participants older than 50.

Despite the differences, the survey showed that 86 percent of U.S. drivers believe handheld texting while driving is "very dangerous" and 93 percent support a nationwide ban on texting. Sixty eight percent of drivers, including 66 percent aged 35 or younger, believe teens would be less likely to comply with bans.

The online survey was conducted September 18-21 by Penn, Schoen & Berland Associates. Ford Motor Company recently became the first automaker to endorse a federal ban on manually sending text messages on hand-held devices while driving.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 201,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.

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