The research consisted of qualitative research groups across three locations (London, Birmingham and Manchester) offering consumer insights into their understanding of what content and native is and what works.

In summary:

• People are ‘Always on’ - It’s a less conscious decision to switch on and ‘go online’

• People are online with a primary purpose in mind - Their primary need should be respected

• People have a low tolerance for interruptive advertising

• Relevance and value are key to the advertising being read and having a positive impact.

• Clarity is an essential ingredient, without it, consumers can feel tricked.