Using the evidence: The benefits of passive data collection and e-memory for qualitative research

This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.

Using the evidence: The benefits of passive data collection and e-memory for qualitative research

Robert Cook

Introduction

Advances in technology have been the central driving force in creating the information age in which we now live. The ability of devices and systems to capture, file, store, sort and retrieve information has provided us with new ways to consider the world – and in particular the attitudes and behaviour of the people that live in it. This rise of big datais having a significant impact in many different areas of life – from the way that businesses go about...

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