There is no doubt that the internet is an extremely useful
platform, in fact in this day and age the majority of people
would find it impossible to live without it. However, it’s far
from perfect, therefore it’s crucial for marketers and brands to
gain a thorough understanding of both its best and worst aspects
in order to ensure their practices fall on the right side. When
analysing the highs and lows of the internet we wanted to delve
deeper into people’s perceptions of the online world than the
more traditional quantitative research methods normally allow.
To gather a more accurate idea of consumers’ true feelings of
the internet, we encouraged interviewees across Europe to reveal
their attitudes of the online world in a more reflective way. We
wanted them to reveal what they specifically felt are its best
and worst attributes. Users were shown a random set of words
including ‘mail’, ‘Google’, ‘spam’ and ‘addictive’, which they
then had to assign to either the ‘best’ or ‘worst’ column. To
make the results