A new study will use eyeball-tracking technology to investigate how people of different age groups and genders drive.
The team behind the project, Battle of the Drivers, includes experts from i2 Media Research at Goldsmiths, University of London, East Riding of Yorkshire Council, Safer Roads Humber, and Humberside Police.
The experiment will involve volunteers wearing specially-designed glasses which track the movement of their eyeballs and where their line of sight is while they drive. The research will examine if there is a connection between how experienced drivers are and how safe their driving is.
The Goldsmiths experts are from the university spin-off i2 Media Research Ltd, which for 15 years has been running research and development projects on how humans and technology can work together.
Professor Jonathan Freeman, of Goldsmiths and i2 Media, said: "The Pupil Labs eye tracking glasses have tiny cameras which allow us to track the movements of a person’s eyeballs as they drive and this data is then analysed using Pupil Player software to display on a computer a dynamic map of where they have been looking."
Paul McConnon, senior road safety officer at East Riding of Yorkshire Council, said: “The technology should allow us to determine whether, for example, an experienced driver uses their field of vision more effectively than an inexperienced driver, such as seeing hazards earlier and effectively making them a safer driver.”
Kevin Limbert, Safer Roads Humber partnership manager said: “The partnership (along with the Office of the Police and Crime Commissioner) is pleased to provide the funding for this new piece of research.
“The results will be used by all Safer Roads Humber partners who deliver a wide range of road safety projects across the Humber area, to help reduce the number of people killed or injured on the region’s roads each year.”
Drivers who are interested in taking part can find out more on the Battle of the Drivers website.