Multi-Channel Relationships
and Transactions – A Behavioural Study of
Complex Multi-Channel Interrelationships.
The International Centre for the study of Media,
Technology and Culture in partnership with Teleconomy
are undertaking a research project entitled Multi-Channel
Relationships and Transactions – A Behavioural
Study of Complex Multi-Channel Interrelationships.
This project should be of interest to marketing
and CRM professionals. It examines consumer
behaviour and channel selection and usage throughout
the information, buying, transaction and service
process.
Multi-Channel Relationships
and Transactions – A Behavioural Study of
Complex Multi-Channel Interrelationships
This project draws together research undertaken
over the past four years examining virtual interactive
medias including internet, contact centres, iTV,
mobile devices, radio and more traditional physical
media. It features an original programme of
qualitative and quantitative research designed specifically
to examine the interrelation of medias across a
range of products and services and transaction processes.
The work will particularly focus on the following
areas:
Influence and Purchase
- The role of differing media channels in the
transaction cycle. The research will examine
how channels interrelate for different product types
in the buying process, i.e. contrasting information
channels with purchase channels etc.
Service Provision
– Examining the expectation of service levels
in relation to brand/product across media channels.
The research asks the question whether service provision
must be constant across channels or are there specific
channel related requirements.
Advertising
– Examines the difficulty of developing
message across fragmented media and demographic
profiles. Specifically examines how presence
is affected by multi-media exposure. Additionally
explores interactivity in relationship to more passive
forms of advertising.
The research will benefit from previous research
projects and insights combined with broader desk
research. The empirical methodology will combine
qualitative and quantitative techniques. The
qualitative work will involve a series of depth
interviews followed by focus groups. The quantitative
work will take the form of a telephone based quali-quant,
a series of open recorded responses and closed rated
questions. The sample size of this element
will be 1,000 respondents. The detailed elements
will be further defined based on range of sponsors
and sponsors’ requirements.
The output from the research will be a short workshop
based on a Powerpoint presentation. In addition,
there will be a publicly available headline research
report.
For more information, please
enter your details below or telephone Teleconomy
on +44(0)1524 382000:
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