Earlier this year i2 media conducted a mixed methods research study with Toyota Motors Europe to investigate drivers' emotional responses to driving in traffic.  The study results have featured in Toyota's new online campaign by Saatchi & Saatchi.  You can see the campaign, and its coverage in various trade media, online via the links below.

http://www.toyota-europe.com/about/news_and_events/editorial/hybrid-experiment.tmex

http://saatchi.com/en-us/news/fall-in-love-with-driving-again/

http://creativity-online.com/work/toyota-the-hybrid-experiment/34959

http://www.marketingmagazine.co.uk/article/1290735/toyota-achieves-impossible-calming-angry-roman-drivers

http://www.thedrum.com/news/2014/04/21/toyota-releases-fall-love-driving-again-campaign-promote-hybrid-cars-across-europe

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