Our Studies of Time - conducted by the Trajectory team in collaboration with the University of Oxford on data collected from the 1970s to today - have enriched our understanding of changing family roles and parenting, the ever-changing work/life balance, use of public services and the steady integration of mobile technologies into our lives. Trends fundamental to consumer behaviour today – the Deregulation of Life, Play Society and the Digitalisation of Leisure – are identified by a rigorous analysis of the way we spend our time.