Researching implicit memory: The smartphone route to the truth

The article is based on the results of a YouGov study into media consumption, with research participants using smartphone apps to record data in real time.

Researching implicit memory: The smartphone route to the truth

Duncan GrimesYouGov

A study into media consumption using smartphones revealed a more truthful picture of what media was consumed and when.

Qualitative research is often about exploring personal truths that are hard to quantify. This search for personal qualitative truths has led to a range of approaches focused on participants generating their own data. This can be seen through co-creation, ethnographic diaries and immersion tasks.

New smartphone technology offers another way in which participants can record their own data. With 65% of the population now owning a smartphone, it represents...

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