Looking to the future through Lookback (a remote audience research tool): Utilising technology in audience research

As the UK plunged into lockdown in March 2020, people working in higher education were forced, like many other industries, to drastically alter how they work. For many academic researchers the new social distancing rules has meant that face-to-face
research was no longer viable. As a research team working on a collaborative project between industry and academia our original research plans came to a grinding halt when the new measures were announced. This piece aims to provide an overview of
how the research design evolved in response to lockdown, looking specifically at the use of the software Lookback as a means to conduct meaningful remote audience research.