Abstract
In this article George Lueddeke of the University of Bradford, and an experienced staff, educational and organisational developer in both Canada and the UK, reports on a qualitative study which focused on perceptions and attitudes of a cross‐section of the University of Bradford's staff with respect to the use of open and distance learning (ODL). Further to the Dearing, Kennedy and Fryer reports and, most recently, the Government's Green Paper on lifelong learning (which all call for the need to increase flexibility in teaching and learning), a key rationale for the study was to explore areas where the wider adoption of ODL approaches could prove beneficial, and to identify strategies for change.