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Maps for the Reluctant

Abstract This paper describes the design and development of two trial 1:100 000 scale Ordnance Survey maps targeted specifically at the inexperienced and reluctant map users in the touring and holiday market. These are two maps which depart from the very high map specification designs normally offered by Ordnance Survey. The use of extensive consumer market research and the objective analysis of existing touring type maps on sale have enabled Ordnance Survey to publish two experimental maps, which will succeed or fail by consumer reaction alone.