Ofcom commissioned Futuresight to conduct in-depth qualitative research among consumers to update its understanding of telephone number use in the UK.
The overall aim of the study was to assess what individuals and micro-businesses understand, want and need from telephone numbers. Specifically, the aim was to assess the perceived value of location significance in geographic numbers and the use of non-geographic numbers as a micro-payment mechanism.
This report is based on qualitative research findings from 14 focus groups and 8 in-depth interviews amongst a cross section of consumer and business decision-makers across all four nations, covering urban, suburban and rural locations. The fieldwork was conducted in June 2018.