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Consumer behaviour and ICSS exploring how consumers respond to ICSS

24 April 2018

This research focuses on Type 1 call connection services. However, the conclusions and recommendations may have utility for all ICSS and more broadly for phone-paid services.

The research was conducted in summer 2017, and used eye-tracking and online survey methods to consider, first, how consumers respond to search results containing ICSS and, second, how consumers respond to ICSS websites.

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