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Audience research

Research into the needs, expectations and aspirations of those using various online services tends to be patchy, often commissioned on a relatively small scale by individual organisations primarily interested in the impact of their own online presence.

In order to provide a more robust understanding of public perceptions in this area and, importantly, to engage with members of the public who are already moving online and those who are yet to be persuaded, the Common Information Environment (Igeneric) group commissioned MORI to undertake a programme of research.

MORI's work included qualitative and quantitative elements, comprising both a series of focus groups and a round of 2,004 detailed face-to-face interviews with a representative sample of the UK population.

MORI's report, Understanding the Audience, contains detailed information on the behaviour of the sample group, and explores their views on the provision of authoritative information via the Internet. It is available for download as a PDF file from the Publications area of this site. The Summary of Findings and Implications from the full report are also available separately, as is the Igeneric Press Release to mark publication.

The work was funded on behalf of the Igeneric group by the British Library, the Department for Education & Skills (DfES), the Joint Information Systems Committee (JISC), the Museums, Libraries & Archives Council (MLA) and the Scottish Library & Information Council (SLIC). Work began in August 2004, with interviews conducted between 13 October and 18 November of that year.

The Igeneric group is currently considering the implications of this research, and areas in which further activity may need to be focused.


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