STBY has recently completed a long-term research on the use of travel related e-services. The main question was how consumers choose between using online and offline channels. The results show that people frequently move between online and offline channels, even for relatively simple purchases. Everyday pragmatics make their choices unpredictable and sometimes erratic, but this does not really bother them. They happily pick and mix from the multi-channel offerings. This research project was a collaboration with the Department of Computing Sciences and the Business School of the Open University. Consumers throughout the UK were interviewed and participated in a diary study. (UK, 2007)
