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Our digital research platforms are not “emerging technologies”. We are always using webcams, flipcams, online conclaves, digital homework assignments and private social media networks.
Rather than sit down with a research respondent and ask them what their typical week is like (which they rarely recall correctly), these tools have proven to be invaluable real-time inputs into our research. For us, technology provides a way to break through barriers that separate researcher from respondent – by giving the people in our studies the freedom and comfort of communicating with us at their convenience… in their environment… with a greater sense of control.
All of which leads to something you wouldn’t expect from technology: a more truthful, more human picture.