A compelling new study and video campaign could mark a turning point in reducing serious collisions between cars and motorcycles, with early findings suggesting it significantly improves driver awareness and empathy.

Unveiled this week by researchers at Nottingham Trent University (NTU), the ‘Motorcycles in the Mind’s Eye’ project, funded by the Road Safety Trust, explores why so many car drivers fail to see motorcyclists—often with tragic consequences.

Damning facts

The findings of the new report are stark.

Despite making up less than 1% of road users, motorcyclists account for nearly 20% of all road fatalities in the UK.

According to Department for Transport figures, there were 16,943 reported motorcycle casualties in 2023, including 322 deaths.

Over 70% of motorcycle crashes involve another vehicle, and in many of those, the car driver says they simply “didn’t see” the motorbike.

The NTU research sheds new light on this issue, suggesting that these incidents are not always due to negligence or inattention, but rather to how the human brain processes visual information, particularly when it comes to rarely encountered road users, such as motorcyclists.

“Drivers aren’t ignoring motorcyclists—they often just don’t expect them to be there,” explained Professor David Crundall, the study’s lead researcher. “Our brains are wired to look for what we’re used to seeing, and for most drivers, that doesn’t include motorcycles.”

Looking forward

Using eye-tracking and virtual reality, the research team compared how regular car drivers and “dual drivers” (who also ride motorcycles) responded to road hazards.

The results were telling: dual drivers were significantly quicker at spotting motorcycles, especially in complex situations like overtaking stationary traffic.

To help improve perception in everyday drivers, the team created short, evidence-based educational videos that explain the psychological science behind “Look But Fail To See” (LBFTS) errors—a term for incidents where drivers glance directly at a motorcyclist but fail to register them as a hazard.

After watching the videos, 92% of car drivers reported a better understanding of the causes of collisions with motorcycles, and 88% said they were likely to change their driving behaviour as a result.

Nearly all said they felt more empathy for motorcyclists.

All round greater awareness 

Importantly, the videos aren’t only aimed at car drivers.

Of the 78 motorcyclists who viewed them, 91% said their awareness of crash causes had improved, and 85% planned to change their behaviour, acknowledging that mutual misunderstanding can play a role in collisions.

Many said they had a better understanding of the perspective of car drivers—65% reported greater empathy for the challenges faced by motorists.

“This isn’t about blaming either side,” said Professor Crundall. “It’s about recognising the limitations in our mental models. If we understand how and why we sometimes fail to see each other, we can change that.”

Their fault

A critical finding of the study is that many road users perceive one another as outsiders—drivers often view bikers as reckless, while motorcyclists frequently regard drivers as careless.

These stereotypes reduce empathy and increase tension, particularly in high-risk interactions such as overtaking, junction turns, and lane changes.

By drawing attention to the underlying psychology, the researchers hope the videos will become a powerful tool in national road safety campaigns.

The early evidence is promising: the video intervention prompted self-reflection and behavioural intention in both groups.

Ruth Purdie OBE, CEO of the Road Safety Trust, praised the project: “This has been a genuinely fascinating study into the psychology of motorists and motorcyclists. The videos are thought-provoking, and the responses show they’re making people reflect on their standards and hazard awareness, which can only have a positive impact on saving lives.”

Better driver education

The research team is now calling for the videos to be incorporated into driver education programmes, including the theory test, refresher training, and public awareness campaigns.

With motorcycle fatalities still disproportionately high, the study offers a timely and practical solution.

By helping drivers and riders better understand each other—and themselves—this initiative could mark a significant step toward safer shared roads.

For learners or new drivers, the videos could be particularly helpful for grounding at an early point in their driving.

The full project report and video can be found on the Road Safety Trust’s official website.

Video for drivers here.

Video for motorcyclists here.