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About Moorshire Group
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A ONE-PAGE HISTORY
In May 2003, Mark Horowitz assigned himself a project. A former senior executive at a multi-billion dollar conglomerate of marketing, advertising and research firms, since 1991 he had headed up his own consulting firm while actively researching and writing in the two worlds of business and academia. But this project was different. He wanted to learn if driver education had changed since he took it as a teenager. He wanted to get a grasp on the state of teen driving in America. From a marketing perspective, he wanted to delve further into how 21st century teens think, process information and learn.
Mark came up with some startling conclusions:
1. Driver education, in structure and format, had not changed very much since he took it in high school. In fact, it mirrored its beginnings in 1949 when the notion of 30 hours of classroom study and 6 hours of behind-the-wheel was magically declared ‘sufficient’ to become a qualified driver.
2. Although every generation strives to be different, if not more shocking, than the last one, 21st century teens were totally foreign to their parents, who were ‘clued out’ about their lives and their view of the world.
3. Today’s teens had less responsibility, less of a desire to grow up, and more expectations and demands than previous generations, largely because their parents gave them everything they wanted, most often with minimal supervision.
4. Putting these observations together with other discoveries, it became clear to Mark that the reason almost 5,000 young people ages 16-20 crashed in a motor vehicle every day, and 23 of them died, was because of their ATTITUDE – something that was not being addressed in driver education and a major problem that was largely ignored by parents.
Rather than view them as a group of conclusions warranting ‘further study’ – which was what he usually found at the end of the majority of research reports he had read – Mark decided to do something about it. Using his extensive marketing experience and expertise, he not only studied the subject of teen driving but also probed the problem with judges, law enforcement officers, driver education teachers, insurance executives, media experts, parents, teens: Every group directly or indirectly involved with teens and driving. At the same time, he began developing ‘tools’ that could help modify and shape teen attitudes towards driving.
Out of all these efforts came the Drive™ programs.
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