Appendix 1

Consumer Interview Schedule

I am researching into how people use the Internet in consumer related activities. I want to hear about your experiences, opinions , thoughts, lessons learned. So far I have looked at reports and research papers and commercial Web sites. Now I need some input from people who actually use the Web sites to gain a richer understanding of how people use the Internet in consumer related activity.

The Interview will address the following issues:

• Your general views on the Internet

• Significant changes (that the Internet has brought about for you)

• Internet in consumer activity

• Communication (business-to-consumer and consumer-to-consumer)

• General conclusions

1. What does the Internet represent to you?

   • Understanding & experiences of the Internet.

   • Opinions about what the Internet is good/bad at.

   • Whether their general expectations are met.

   • How they think it could be improved

2. What has changed for you as a result of the Internet?

   • New things achieved/learned?

   • Cultural shifts

   • Any area of life that has changed significantly?

3. Tell me about your experiences of researching products online.

   • How would you research a product through the Internet?

   • Where would you look?

   • Why?

   • Have you learned anything new?/Had a change of opinion about a product or company?

4. Tell me about your experiences of buying products online (good/bad)

Communication

5. Can you tell me about any experiences of using the Internet to communicate with or consult other consumers?

   • Have you ever shared your opinions of products/services online? Why? Why not?

   • Have you ever shared your experiences of a company online?

   • How much value would you place on the opinions of other online consumers?

6. Can you tell me about any experiences of using the Internet to communicate with companies?

   • Are you more or less inclined to communicate with a company online?

   • How do you feel about companies contacting you through the Internet?

Empowerment

7. How far would you say the Internet 'empowers' you as a consumer?

   • Do you feel that you have more choices available to you through the Internet? (products/companies/time/space)

General Conclusions

8. How effective do you feel commercial Web sites are?

9. How would you like to see businesses using the Internet for commercial purposes in the future?

This concludes the interview.

Thank you for your time.