It’s important to remember that just because new technologies exist, it doesn’t mean everyone knows how to use it - especially market research participants. Look for technology that can work to address a broader group of people - not just the most tech savvy people.

Aim to use an accessible platform that works on mobile, desktop, and tablets so everyone can use it. When you choose a web enabled app over a native mobile app, the platform works seamlessly on all devices. You can give users additional functionality within a mobile app, but it can be a bit more work for users to download an app. Understand and work with technology that fits your target audience.