From teleculture to e-culture

The objective of this study was to create a focussed portrait of the consumer context in Britain during a period of rapid proliferation of the ways in which customers can communicate with companies (and vice-versa). The project aimed to examine not only customer preferences and attitudes toward various channels, but to look at the dominant trends concerning their use, and how their development may be shaped in the future.

In particular, we were interested in understanding what stage British consumers have reached in their acceptance of the internet and how it sits alongside existing customer contact methods and routes to market.