The research, called The Future of Britain Project, seeks to gauge the impact of austerity economics on lifestyles, shopping, technology and media consumption, as well as consumers’ expectations and attitudes towards life in Britain and the country’s role in the world.

OMD UK is partnering with MMR Research Worldwide to conduct in-depth qualitative and quantitative research exploring consumer values and attitudes in Britain today and the changes in modern household makeup, their impact on decision making and on media consumption.

The second phase of the work will see OMD UK run a mobile ethnography study exploring how a wide range of different household types behave and think. Later on in the year OMD UK will conduct a further large-scale quantitative study to explore key trends further.

OMD UK’s insight director Chris Worrell (pictured) said: “We live in an age when continuous change on a massive scale has become normal. These changes are re-wiring our expectations, attitudes and behaviour and shaping a new Britain in a way that is comparable to the epochs experienced in this country after the two world wars and the 1960s. The Future of Britain Project will provide a guide to this new consumer landscape.”