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There is a new leading-edge tracking technology making big waves – recognition software. Global recognition (e.g., biometric recognition like infrared, odour, face recognition, fingerprint, retina, iris, palm print, voice, signature, DNA, etc.), and geolocation are emerging technologies used for examining people and their experiences - in an attempt to collect personalized information - while avoiding the disturbance of their privacy. In terms of the emerging technology itself, recognition tools are able to track your identity and keep note of things you regularly consume at a near-constant basis, and these tools have been revered as the next big market trend. The fact is, the demand is high for various industries in the race of the global recognition technology market. Government and utilities, military and homeland security, retail, banking, financial services, insurance, digital signage and web and mobile applications all have a stake in the future of recognition technology. They all want to know what you purchase, where you purchase and (the stiffest to measure) why you purchase? It is no surprise the market research industry are major contributors in the capacity to measure emotions and experiences, and with all the emerging recognition tools and technology, it begs the question - how will recognition technology effect the future industry of market research? Retail Juggernauts   Take retail into consideration. The wholesale industry is expected to experience significant growth in the use of recognition technology. Retail companies are interested in per market strategies in order to analyze customers based on target quotas, such as age, gender and other categorical attributes. Retail juggernauts are interested in campaigning to the consumers’ wants and needs, solely to hook you as a loyalist. For example, imagine waltzing into your favourite café and having your coffee already on its way to being made based on your ID via recognition technology. Imagine responding to the real-time notification to pay for your coffee. Sounds pretty forward thinking, right? Many retailers are already experimenting with recognition technology, such as with geolocation tools like iBeacons – a Bluetooth feature that can detect and record the location of smartphones. Like the purchase of a quick coffee, these beacons are often used to employ special offers to tempt consumers into purchase whether a consumer enters the store, or even when outside window shopping and passing by. Geolocation technology has a large market stronghold – with mobile media giants like Facebook, Yelp, and Foursquare all adopting this special technology. Industry analysts have been skeptical for years about consumers broadcasting their locations and were fairly uncertain if this technology could even be monetized. Despite this criticism, geolocation has since created a digital bridge between communication, the Internet and the target quota where on-the-go consumers will likely benefit for years to come. How does this effect the future of market research? With target quotas come innovative methodologies such as Sentiment Analysis. And with the adoption of recognition technology, associations and organizations, both public and private, can expand on anecdotal evidence such as the type of gender and age of recognition. Sentiment analysis can lead to major breakthroughs when analyzing a consumer’s wants when it comes to special retail features. It is commonly used in targeted advertising in order to understand the voice of the customer, and where the company can then analyze consumer interactions and decide if they are being done well. Of course, with the rise in technology growth, there is sure to be a rise in security concerns as these retail giants are rapidly adopting big brother-like technology (such as CCTV recordings), which are analyzed by facial recognition techniques and used for alarm systems, source-tagging and even aggressive advertisement.   Aggressively Advertise, Analyze, Reprise   Today, recognition technology is widely used as an effective advertising campaign tool. By measuring how an advertisement spot sells has been (for years) the No. 1 question on the minds of advertisers, brand developers and marketers alike. Understanding how to sell based on buyer emotions by way of advertisement can prove useful when attempting to quantify emotional expression regarding new products and services, and even promotional events such as media trailers and advertising campaigns. Ever see the film “Minority Report”? This science fiction, neo-noir, Spielberg/Cruise flick (set in the year 2054) features a futuristic city dogged with optical recognition systems (retinal scan), exploited by a militarized government emergency service and used to scan distinctive features in the iris. In “Minority Report”, this technology is further used in the place of security badges and identification, as well as for tailored billboards and ads. Wherever Captain Anderton (good ole, handsome Mr. Cruise) goes, he is tracked by cameras and biometric sensors and, as a result, is consistently bombarded with invasive, personalized ads. In 2002, it seemed out of this world to experience the thought of mind-reading advertisements. But, what was once considered futuristic technology is now on the brink of reality. Though retina recognition devices are still considered in beta, with the progress and high interest in facial recognition, it can’t be that far behind, can it? Do you ever feel like the world of Advertising doesn't speak to you?  Well, much like in the film “Minority Report”, a German beer making company, Astra , is looking to cash in recognition technology as a vehicle for targeted advertising. In 2015, Astra introduced a new beer advertising campaign focusing on a Bavarian brand geared toward women. By using a digital billboard, a built-in web camera and the latest in facial recognition technology, Astra was able to detect if a passerby was male or female, and based on the demographic the digital billboard, would either try and sell you a beer (female) or tell you to take a hike (male) – a bold move by a company that generally sells a product focused on men. The real kicker is the public billboard was able to tell if advertisement onlookers were not legal age, and advised the minors that walked by to just keep on moving. Innovative use of recognition technology or obtrusive product selling?   Sometimes this type of targeted advertisement can be used for social awareness campaigns, too. For example, to coincide with the 2014 International Women’s Day, a London, UK-based agency teamed up with Women’s Aid and Ocean Outdoor to create some noteworthy digital billboards that brought awareness to domestic violence. With the use of facial recognition, when an onlooker paid attention to the billboard of a battered woman, the billboard would remove the injuries. As more onlookers gazed directly, the cuts and bruises on the victim’s face would completely disappear - communicating that with each bystander we can make a difference in eliminating domestic abuse.     Make way for Biometric Recognition   The human face has approximately 43 facial muscles that can produce roughly 8,000 different combinations of smiles, smirks and upside down frowns. Expressions are not voluntary, nor are they dependent on social origin or ethnicity. That is the neat thing - facial expressions happen automatically, and at a flash speed (no more than 10 to 20 milliseconds). To be able to tap into a technology that can capitalize from recognizing standardized expressions will arguably change the way that advertisement designs are conceived and tested, making them more likely to succeed in the long run. Not only will advertisement benefit from biometric technology, but as the recognition tech industry rapidly evolves as a whole, high-tech enhancements will help lead us toward a future of adapting a level of behavioural recognition across all major industries — including market research. Behavioural research (or biometric recognition) often refers to an automatic recognition of individuals based on a particular feature from their physiological or behavioural characteristics. By using biometrics, a person can be identified based on who they are (e.g., face, finger scan, retinal scan, etc.) rather than what they are (card, token, number), or what they know (password, PIN). Traditionally, passwords and key cards have been used to restrict access to secure systems, but these methods can and have been breached before. The technology has become industrially unreliable and, therefore, biometric technology can make identity virtually impossible to steal, forget or forge - creating a lust for behavioural recognition technology among those organizations with the need for high-security clearance. How does this effect the future of market research? Emotional (and behavioural) recognition is a new frontier recognition technology. This method is accomplished by identifying patterns of certain behavioural triggers as they correlate to facial expressions – which are considered universal. By doing so, researchers are able to collect psychographic data at an unprecedented rate and at a much lower cost than what we’ve ever been able to do before. This is the opportunity marketers have been waiting for –  the capacity to acquire a much deeper understanding of their customers’ needs without the barrier of being obtrusive. Not only can the market research industry benefit from the use of biometric technology as research, MRX can also benefit from its use as a security measure to house its sensitive databases.   The Push to Quantify Emotions   With these emerging technologies come promise to clients that market researchers are now able to quantify emotions. Better tools for tracking emotions hold better promise for bringing awareness to how we feel through via outer feedback. This type of technology also promises to make it easier to understand websites, mobile applications, advertisements and a consumer’s emotional state or response to the product or service. For example, qualitative tools such as speech emotional analytics work to analyze vocally-transmitted emotions in real time. This kind of technology can decipher the speaker’s mood, an attitude toward the subject and emotional personalities (drivers for decision making) – an example of the innovative methods that market researchers can utilize in order to provide a deeper meaning when attempting to achieve emotional feedback. How does this effect the future of market research? Techniques like speech emotional analytics can be employed to sort voice messages according to the emotions portrayed by the caller in call centre applications. Among other things, a dialogue system may deploy knowledge on emotional user states to select a strategy in speaking with the potential respondent. This type of technology may even change the way we survey customers on their satisfaction levels - imagine being able to deploy a customer satisfaction survey with the use of emotional analytics. Interested in how Insightrix uses recognition technology? Visit: https://insightrix.com/case-study-neuroscientific-market-research/...
 

Ever stroll through a retail mall and realize businesses are direct targeting someone far off from your demographic? As if you were too old, too young or too hip for the crowd they are targeting? Landing pages are often designed the same way. Landing pages are meant to appeal to everyone but really cater to a select few. A landing page is like an outlet store – it is waiting to sell you discounted items at a reduced rate, in exchange for loyalty and perhaps a conversation. And much like a mall, consumers have money in their pockets and perhaps no real reason to be there, but the goal is to make them stay and - hopefully - spend. Like a retail mall, your landing page is one of many and if it isn’t targeting the right folks, chances are your customer is walking right on past your flashy marketing endeavours. Counter that bounce rate and take your leads back! There are real reasons conversions do not happen.   Your Opt-in form is too opt-in-y and not enough opt-me-faster please Your opt-in form should be crisp and the most noticed piece of content on the landing page. Making your consumers dig to download will make them bounce, and bounce fast. Make use of bold headlines and sub headlines to get the single objective across. If your lead cannot spot scan your offer, they will not continue reading. Like a mall, customers detest digging for sales and they’ll bombard all of your content in search of one.   Don't you dare double up your Call To Action (CTA) Your landing page should be clear and contain one offer. Asking your customers for more than one piece of information before the conversation has started is a sure way to scare off new business. As an online business, we tell our customers to be cautious online everyday – so why should they treat our offer any differently? Ease in and make the landing Ease in and make the landing page clear. A clear page is a trustworthy page. Like a mall, it is easier to convince your consumer to come in and spend money on a sale of 25% off all merchandise than to convince them to enter your store at 10%, with another 15% by using the coupon they found online and downloaded. Making your customer work to find the best deal possible is a conversion killer.   Click Bait creates brand distrust - find a more clever way to land your leads Everyone loves free stuff...
 

FOR IMMEDIATE RELEASE: July 20, 2017 In a recent independent poll conducted by Insightrix Research Inc., 39.8% of Saskatchewan residents state they have little or no understanding of the provincial and federal fire codes and regulations. Another 54% state they hold a basic understanding of fire codes while only 6.2% claim to fully understand fire codes and regulations. Higher proportions of women (44.9%), compared to men (34.5%), state they have little or no understanding of the provincial/federal fire codes and regulations. Despite the lack of understanding, overall, a strong majority of residents (91.6%) state they feel safe from fire in their homes. Only 8.4% claim they do not feel safe from a fire in their home. Feelings of safety from a home fire tend to increase with age as 94.8% of those aged 55 and older state they feel safe, compared to 88.4% of those aged 18 to 34.  Among residents who rent their dwelling, 67.4% believe their rented property meets fire safety codes and regulations. Another 12.5% believe their rented dwelling does not meet the codes/regulations while 20.1% are unsure. Perceived in-home fire management among home owners The majority of Saskatchewan residents who own their homes (92.8%) feel fire safety in their home is well managed (either somewhat or very well). However, the remaining 7.2% feel at home fire safety is poorly managed (either somewhat or very poorly). Sentiments are largely consistent across demographic variables. Again, among residents who own their homes, 83.8% feel they carry enough fire insurance for their dwellings. Another 3.4% believe they do not carry enough while 12.8% are not sure. Interesting to note, 88.4% of men feel they have enough home fire insurance, compared to 79.2% of women. Further, older respondents (89.3% of those aged 55 and older) feel they carry enough fire insurance, compared to only 75.9% of those aged 18 to 34. *** Research Details A total of 807 randomly selected SaskWatch Research® panel members participated in the online research study on July 12 through 14, 2017. Quotas were set by age, gender and region to match the general population of the province. Since the research is conducted online, it is considered to be a non-probability proportion sample and, therefore, margins of error are not applicable. About SaskWatch Research® Insightrix began developing its SaskWatch Research® online market research panel in October 2007, using high quality techniques, including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members, representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income and education. For more information, please visit http://saskwatch.ca. About Insightrix Insightrix is a dynamic, Western Canadian, full-service market research company. It exists to serve businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise, across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada.  For more information, please contact Dylan Cody, Senior Research Associate Insightrix Research Inc. Tel: 306.657.5640 ext. 238 Email: dylan.cody@insightrix.com Web: www.insightrix.com...
 

Recently, Insightrix Research® conducted a quantitative study with Saskatchewan residents about their habits on social media usage. Measuring social media usage was the main topic of the research, including determining the ways people in Saskatchewan connect and their preference of social media platforms like Facebook, Snapchat, Twitter or Instagram. This study is the latest installment in our continuing Social Media Habits Syndicated Report series, a series reporting on Saskatchewan social media usage and habits exclusively. We employed the Insightrix SaskWatch Research®  to survey a representative sample of more than 800 Saskatchewan residents to see how they navigate their social media landscape.   The report answers questions like:   What social media platform is most popular among specific demographics? How many Saskatchewan residents are engaging with more than one platform, and if so, which platforms?   As in the 2015 installment of the series, we are delivering to you (for free!) highlights from the Syndicated Report.  More than that, we have gathered together a list of 7 compelling statistics for marketers with an eye on Saskatchewan. Whether you are a marketer, or if you occupy an integrated role that requires you to think like a marketer, these social media usage statistics confirm the importance of developing a targeted social media strategy for business.   #1. More residents were using social media in 2016 than in 2015 In our latest study, we discovered nine out of ten residents (87%) use social networking sites like Facebook, Twitter and LinkedIn. This represents an increase of 4% in the last year. 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500. With more people logging on to social media since last year, this statistic proves the need for businesses to direct at least some portion of their marketing energy to social media efforts, or risk missing out on a trend that seems to be here to stay.   #2. Most Saskatchewan millennials are using social media of some kind In our study, we found that 99% of pioneer youth between the ages of 18-25 use social media sites like Facebook, Twitter, LinkedIn or Instagram. Compare this to the fact that only 67% of Saskatchewan residents over the age of 68 use social media. 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500. #3. Facebook remains the top social networking platform for Saskatchewan residents Once again, Facebook has come out on top with Saskatchewan social network users. Over the year, Facebook’s popularity has held steady with 90% of those surveyed reporting they use the platform. YouTube’s popularity has gone up significantly, from 38% to 51% of those surveyed stating they use the networking site. Twitter, on the other hand, continues to get little love from Saskatchewan residents, with usership at 19% of those surveyed.   6a. Which of these social networking sites...
 

Saskatchewan residents are more likely to support the legalization of marijuana than oppose it. INFORMATION RELEASE: May 26, 2017 In a recent independent poll conducted by Insightrix Research, 58.6% of Saskatchewan residents express support (either strongly or somewhat) for the legalization of cannabis while 39.7% oppose (either somewhat or strongly) it. The remaining 1.7% prefer not to say. Overall, 27.1% strongly support cannabis legalization. This support is strongest among younger residents and tends to decline with age. Specifically, 37.7% of those aged 18 to 34 are strongly supportive, compared to 28.6% of those aged 35 to 54 and 16.6% of those aged 55 or older. Women (27.7%) are more likely than men (21.5%) to “strongly oppose” the legalization of cannabis. Likelihood of using cannabis if it were legalized While the majority of Saskatchewan residents (59.9%) state they are not at all likely to use marijuana if it were made legal, modest proportions (21.1%) say they are somewhat or very likely to try it. The proportion who say they are “very likely” to try it declines with age. Specifically, among those aged 18 to 34, 14.2% say they are very likely to use cannabis if made legal, compared to only 4.6% of those aged 55 or older.     Should those with cannabis convictions be pardoned if it were made legal? Opinions are divided on pardoning past convictions of cannabis possession. Most commonly, 36.0% of residents believe pardoning individuals currently convicted of cannabis possession offences would “depend” on the details of the offence. Another 32.9% do not think these convictions should be pardoned while 24.8% think they should be. Another 5.6% are not sure while less than 1% prefer not to say.   Research Details A total of 802 randomly selected SaskWatch Research® panel members participated in the online research study on May 9 through 11, 2017. Quotas were set by age, gender and region to match the general population of the province. Since the research is conducted online, it is considered to be a non-probability proportion sample and, therefore, margins of error are not applicable. About SaskWatch Research® Insightrix began developing its SaskWatch Research® online market research panel in October 2007, using high quality techniques including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income, and education. For more information, please visit http://saskwatch.ca. About Insightrix Insightrix is a dynamic, Western Canadian, full-service marketing research company. It exists to serve businesses and government entities with insights-driven research solutions, and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details….https://insightrix.com/market-research-industry-blog/   For more information, please contact Lang McGilp, Research Director Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...
 

As part of its Data Insider series, Insightrix Research recently conducted an independent survey, using its SaskWatch® Research online panel, to learn Saskatchewan residents’ opinions and thoughts on the question of illegal migration between the U.S. and Canada. In the survey, respondents were asked their opinions regarding the measures put in place to stop asylum seekers crossing the border. Survey respondents were also asked their opinions regarding the allocation of further support resources to aid asylum seekers once they had reached Canada. Further, respondents were asked to describe their feelings and thoughts pertaining to Canada’s immigration system in one or two words.   Research Details A total of 802 randomly selected SaskWatch Research® panel members participated in the online research study on May 9 through 11, 2017. Quotas were set by age, gender and region to match the general population of the province. Since the research is conducted online, it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable. About SaskWatch Research® Insightrix began developing its SaskWatch Research® online market research panel in October 2007, using high quality techniques including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income, and education. For more information, please visit http://saskwatch.ca....
 

We recently used our online community software to complete a small-scale, three-day Bulletin Board online discussion with 20 participants we recruited from our 15,000-member online panel, SaskWatch®. The purpose of the online discussion board was to look at how effective a three-day online research project could be. In the first two days, we asked participants about their favourite sports teams and their preferred way of watching television and movies while on the third day, we probed for feedback on the actual bulletin board, itself. This online format proved to be an excellent way to gather input from participants, as well as create an engaging experience that will keep members participating in further research projects. This ongoing participation is different from traditional focus group participation. Focus groups are great when in-person product interaction is needed. An example of in-person interaction would be a company producing a product on which they want feedback, in regards to shape, design, texture, weight, etc. Another example would be if a company or restaurant wanted to do taste tests. In instances such as these, the focus group is imperative. However, in other instances where in-person feedback is not necessary, focus groups prove to have their limitations. They are very time-intensive, and often involve travelling to various locations to gather feedback. These time and travel costs can grow exponentially, and the amount of input and time participants can commit are limited. This is where online communities prove to be invaluable. Online communities allow participants the opportunity to join in and participate, regardless of location or time of day. The findings from this project showed the online bulletin boards are flexible, and help steer research based on objectives while allowing the ability to probe for deeper insights as the research progresses. Convenience was another key finding. Participants were able to log into the bulletin board at a time that was convenient for them, allowing time for reflection that ultimately produced better quality research.     Unlike focus groups, the bulletin board research project proved to be very cost-effective with a fast turnaround. Partha Roy is a senior research executive at Insightrix Research® and he was the lead researcher in charge of this bulletin board project. Partha began working for Insightrix Research last year and, prior to that, he worked for Millward Brown as an associate account director, both in Singapore and South Korea.   Want to read the case study? Interested in this topic? Check out others like it: The Science of Stupid http://insightrixcommunities.com/the-science-of-stupid/  Anti-bullying - Using an Online Community for Public Consultation  http://insightrixcommunities.com/anti-bullying-using-online-community-public-consultation/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...
 

PRESS RELEASE: April 20, 2017 Voter intent shows, if an election were held today, SaskParty is at the lowest approval level since Insightrix began tracking in 2009. For the first time since being tracked, support for the SaskParty has fallen below 50% in Saskatchewan. Presently, 44% of decided Saskatchewan voters’* state they would cast their ballot for the SaskParty while 40% would vote for the provincial NDP, and 5% for the Liberals if a provincial election were held today. Fully 4% would vote for the Green Party and 7% for the Progressive Conservatives. Presently, 25% of respondents say they are undecided as to whom they would vote for if an election were held today. * Those who name a party for whom they intend to vote, and those who are uncertain but name a party towards which they are leaning.   * Note the November 2009 statistic was from a similar poll conducted in partnership with Rawlco Radio. Budget Woes Those in Regina (60%) and Saskatoon (46%) are more likely to say they would vote for the NDP than those living in other areas of the province (32%). When asked to describe their thoughts about the budget in one word, a variety of adjectives are used. The following word cloud summarizes the common words provided. The larger the font size, the more frequently the word was said by respondents. Most adjectives are negative.   Budget Impact When asked which segments of the population will benefit most from or will be hardest hit by the budget, a mix of responses are noted. Most commonly, “the poor”, single income earners, the elderly, the education sector and the middle class are perceived to be most negatively impacted while the wealthy and the business sector are most likely to seem as benefiting from the budget.   Research Details A total of 803 randomly selected, SaskWatch Research® panel members participated in the online research study from April 11 to 13, 2017. Quotas were set by age, gender and region to match the province’s general population. Since the research is conducted online, it is considered to be a non-probability proportion sample; therefore, margins of error are not applicable. Comparisons have been made to similar polls that used the same methodology, quotas and sample source.   About SaskWatch Research® Insightrix began developing its SaskWatch Research® online market research panel in October 2007, using high quality techniques that include telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. The panel membership closely matches the 2011 Census based on age, gender, household composition, household income and education. For more information, please visit: http://saskwatch.ca. About Insightrix Insightrix is a dynamic, Western Canadian, full-service marketing research company. It exists to serve businesses and government entities with insights-driven research solutions, and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details on our recent polls, please refer to: https://insightrix.com/market-research-industry-blog/   For more information, please contact Lang McGilp, Research Director Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Cell: 306.290.9599 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...
 

Market research is imperative in advertising messaging. In a recent article on marketingweek.com the author Thomas Hobbs looks at Pepsi’s recent blunder with a Kendall Jenner advertisement and discusses market research in ad messaging. The author writes, that it all began last year at the Cannes film festival when PepsiCo’s president Brad Jakeman criticized the outdated state of ad agencies. His criticism was based on the idea that a company like Pepsi needs to be producing content at a rapid speed and the traditional model of using ad agencies takes too long. His bold plan was to create a content creation studio within Pepsi, which he called Creators League Studio. Jakeman stated, “instead of five pieces of content a year, a brand like Pepsi needs about 5,000 pieces of content a year. Instead of taking six months to develop an ad, we have six hours or six days. And instead of it costing $2M, it needs to cost $20,000.” While Jakeman’s plan was a bold one, he failed to realize one of the key important attributes that go with the outside ad agency which is an outsider’s perspective. While it is true that content takes a long time to create with an ad agency, part of the reason is the amount of testing that goes into a campaign.   Want to read the full blog? Click Here Interested in this topic? Check out others like it: Old Spice's Rebranding Success Story  http://insightrixcommunities.com/old-spices-rebranding-success-story/  Adobe Poises for the Future  http://insightrixcommunities.com/adobe-poises-future/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...