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Head office

Profitability Business Simulations Ltd

Stables 1, Howbery Park, Wallingford,

Oxfordshire,

OX10 8BA

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Contact

T +44 (0) 1491 821 900
E hello@profitability.com

Date |

Lorry drivers and the technology adoption problem

Recently we have been helping a number of our clients to introduce new ways of working, underpinned by new digital technologies.

The best way to think of trust is like a prism, which can either channel or deflect actual use of the system depending on how the individual feels about it. Without it, adoption can be slow or even non-existent.

Traditional models of adoption when it comes to technology in business have focused on the technology itself. 

 

The main problem? A lack of trust in the new system, and therefore a much diminished return on investment for these digital initiatives

 

As it turns out, our conception of adoption so far is that if the technology is a) useful enough, and b) easy enough to use, that this will create enough of a reason for an individual to start actually using it. 

 

In 1989 a theory called the Technology Adoption Model (TAM) was created to show how the ‘perceived usefulness’ (PU) and ‘perceived ease of use’ (PEOU) of a product were the main determinants of the intention to use it, which in turn predicts ‘behavioural intention’ (BU). 

 

However more recent studies have looked at the role of trust in this equation, to start to explain the human factors that impact the adoption of technology. 

 

One study called ‘Augmenting the Technology Adoption Model with Trust’, looks at the attitudes of truck drivers to driver assist technology. In 2010, more than 61,000 large trucks were involved in fatal and injurious crashes in the United States, resulting in 3,675 fatalities and about 80,000 injuries (NHTSA, 2012). ‘Inattentive driving’ is the single biggest cause of these.    

 

This adoption of this technology by drivers is crucial to reduce the number of road accidents. In-vehicle feedback systems have been proven to provide benefits in mitigating driver distraction. Research has shown that timely rear-end collision warning can reduce the number of collisions by around 80% for distracted drivers. Forward collision warnings have been shown to increase the average following distance maintained by truck drivers and help avoid 21% of rear-end crashes. 

 

The study took 100 commercial drivers, and measured their perceptions towards the technology, and correlated this to both their intention to use, and their actual use of the new systems. 

 

The role of ‘trust’ was found to be a significant part of the adoption equation, even more significant, for example, than the ‘ease of use’, indicating that we need to find ways of building trust and familiarity with new technologies and systems. 

 

The best way to think of trust is like a prism, which can either channel or deflect actual use of the system depending on how the individual feels about it. Without it, adoption can be slow or even non existent. 

 

With it, adoption can be rapidly accelerated. 

Let us know a bit more about the problem you are looking to solve, and we’ll take time to listen and explore it with you.

News

We have a way of thinking about change and we want to tell you all about it. Why not come along to next week’s conference and hear it for yourself?

Driving Change Conference – 12th September 2019

News |

There’s a great deal of evidence to suggest that what people create for themselves, they value more.

What if we didn’t tell our people what to do?

In Tali Short’s book ‘The Influential Mind’, she writes that “‘Govern your surroundings’ would be your brain’s slogan, if it had one. Our biology is set up so that we are driven to be causal agents.”

News |

Recently we have been helping a number of our clients to introduce new ways of working, underpinned by new digital technologies.

Lorry drivers and the technology adoption problem

Traditional models of adoption when it comes to technology in business have focused on the technology itself

News |

Most businesses naturally cut costs. In the same breath, they will say they need to create long term value.

Are you cost cutting, or value creating? Maybe you’re neither.

In October 2008, internet sales as a percentage of total retail sales amounted to 5.3%...

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How many ways are there to implement a new technology in your business?

What our designers get up to: a simulation with 532,441 possible outcomes

At Zilliant’s Mindshare conference in Texas we launched an application that precisely models the outcomes of critical business decisions

News |

Stryker’s question to us was: how can we create a sense of shared purpose across our global sales team, in a way that shows them the commercial value in black and white?

We love having a clear problem to solve. Stryker’s global sales team gave us one.

Stryker is a US-based company and world-leader in the design, production and supply of medical devices and equipment such as joint replacement implants, surgical tools, stents and heart valves.

News |

As the reality of Brexit looms ever closer

Brexit might be new, but uncertainty isn’t

As the reality of Brexit looms ever closer, how can we give our people the confidence to navigate through the chaos?

News |

Insight

In Great Britain alone there are some 250,000 secondary school students in one form of Business Education or another.

250,000 opportunities a year to prepare young minds for business

Insight |

When James Cameron, world famous movie director, was starting the revolutionary AVATAR movie project he had t–shirts made up for his crew, with the words:

Hope is not a strategy

Insight |

In the traditional model, your business is the story. In the new model, your people are the story.

You are not the story, your people are

Insight |