Abstract:

This paper highlights how this change in the research environment has created a greater need than ever to consider relevant context throughout the research process- from project planning right trough to analysis and reporting. It argues that common 'traditional' market research practice evolved as much to bring convenience as it has to bring ever better answers to client briefs. The benefit of this approach are well illustrated by the case study that forms the basis of this paper where new fibre optic technology from BT was allows to positioning itself in the lives of UK internet users.