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As digital continues to influence behavioural change across all demographics and cultures, new tools and techniques are starting to allow greater access and insight into people's behaviours globally.

"As a planner I continually encourage the brands I work with to understand their audience behaviours and then create experiences and utilities that fit within this existing routine, rather than try and change behaviours, so when exploring research opportunities we should be doing the same thing - whether that involves simply listening, using mobile devices, creating videos / blogs / diaries / collages, gaming … or any combination of these." Little disappointed Lucas-Garner didn't reference privacy issues in her discussion of methodology in industrial research.