Participant Behaviours

Findings:

1: Participants appear to be driven by complex attitudinal traits that only enable the identification of prevailing motivational categories in narrowly defined collaboration contexts.

2: Utilitarian pragmatism and self-interest appear to be at the core of consumer attitudes but other defining drivers are apparent in narrowly defined collaboration contexts.

3: Motivational descriptors developed in this study (see Annex I & II) provide a useful basis of market segmentation studies using benefits sought or lifestyle