, a three year study designed to track social and media attitudes towards new technology, has divided Brits into four distinct types. One group, equating to 36% of the UK population, is christened ‘Resistors' - unhappy with their lot and struggling with life in the modern age. A second group, ‘Embracers', comprise 27% of the 9,000-strong sample and regard new technology as a style statement. They are physically and socially active and single-mindedly selfish: only a third of this group see it as their re-sponsibility to help those worse off than themselves. In between these two extremes are the ‘Pragmatists' (22%) - 'ordinary' people who adopt new technology when they believe it offers them proven benefits but who display more concern towards ‘the community' than ‘the computer'. Lastly there is the oldest group, the ‘Traditionalists', generally well-off and 'a happy, self-confident bunch' accounting for 15% of the sample. Launched in October 1995, the study is run by Leeds University
in partnership with Ogilvy & Mather
and the Independent Television Commission
. Participating sponsors include the Central Office of Information, the DTI, Ford, Guinness, IBM and Unilever.