The aim behind this ambitious new research project is to examine the relationship between people, their audio entertainment and the tools they use to access, store and play music. To achieve these insights, MORI has constructed a research network of local, independent organisations experienced in the nuances of individual countries. The decision to undertake the pan-European survey also follows the success of an original poll conducted in the UK during summer 2000.

According to Riccardo de Rinaldini, European Marcoms Manager with Creative Labs Europe, "Each country within Europe has unique and defining characteristics, and new technologies, changing lifestyles, cost and preference decisions are all transforming the music world. The results of this unique undertaking by Creative, will reveal what people expect from digital music and how they see this market developing in the future."

MORI project director, Simon Duke added "e-MORI (the Internet and new media division of MORI) is proud to be leading this initiative - the largest study of its kind that we have been involved in. We expect to speak to almost 20,000 people across ten countries and the findings will show the common threads and the interesting differences between the markets in this fast-developing area."