Introduction
Innovative tools powered by digital technologies are disrupting the market research industry and calling into question the traditional ways of recruiting users and collecting data. AI, ML, IoT, no questions research and passive data are all buzzwords currently floating around; now every client wants to answer all of their business questions purely with data. However, new technologies do not necessarily mean new methodologies, but merely a new way of applying them - albeit with higher speed, accuracy and scale. While data can answer the questions around who, what, where and how, the human element of "why" mostly needs to...