CHILD SAFETY SEAT REGISTRATION: THE CONSUMER VIEW. A QUALITATIVE REPORT. FINAL REPORT

This report discusses findings from qualitative research conducted for NHTSA by National Analysts with current users of car child safety seats regarding a possible recall registration card program. Two group depth interviews (focus groups) with nine participants each were conducted in each of two locations: Orange, California and Philadelphia, Pennsylvania. All participants own and currently use at least once a week a car child safety seat that was acquired new. One group in each location comprised users with below-college education and the other group with college graduates. After a general discussion concerning child safety seats and reasons for low return rates for warranty registration cards, participants were exposed to and asked to evaluate five alternative recall registration card designs. Participants in all four groups were unanimous in their support for a recall registration card program. Based on their reactions, a high recall registration response rate can be anticipated. Participants also indicated that they would be most likely to return a pre-addressed, postage-prepaid card with an uncluttered graphic design that clearly and succinctly communicates the benefits of recall registration, differentiates itself from a warranty registration card, and requires minimal time and effort on the participant's part. On the basis of these findings, an optimal card design was suggested.

  • Corporate Authors:

    Booz-Allen and Hamilton, Incorporated

    1700 Market Street, 17th Floor
    Philadelphia, PA  United States  19107

    National Highway Traffic Safety Administration

    1200 New Jersey Avenue, SE
    Washington, DC  United States  20590
  • Publication Date: 1991-2

Media Info

  • Features: Appendices;
  • Pagination: 57 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00622635
  • Record Type: Publication
  • Source Agency: National Highway Traffic Safety Administration
  • Report/Paper Numbers: Rept No. 09073-158, HS-807 680
  • Contract Numbers: DTNH22-90-P-05310
  • Files: HSL, TRIS, USDOT
  • Created Date: Jun 30 1992 12:00AM