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.