Purpose - Digital technologies have already changed the way we live and work. However, there has been limited exploration and discussion about the long term effects of such technologies on our brains and, in particular, how we think. The purpose of this paper is to address the impact of digital technologies on human thinking and behaviour and the consequential effects on the commercial qualitative research industry. Design/methodology/approach - The "method" underpinning this paper is a combination of qualitative observation drawn from a wide range of client companies during more than 30 years of commercial qualitative practice and organisational change management. The approach also uses an analysis of recent publications, books, academic papers and face to face interviews with psychologists, researchers, a neuroscientist, internet games developers and users, teachers, parents and academics within this field. Findings - Neuroscientists are discovering that digital technologies, in particular the internet, are changing the way our brains function. These findings are significant for society as a whole and for the qualitative research community. This paper explores the evidence, asks what this means for the research industry and society and what, if anything, should we be doing about it? Practical implications - The implications for commercial research practitioners are highlighted including, research as a state of mind, differentiating between data and knowledge, deep thinking, acknowledging emotional and intuitive learning, developing personal resources, especially mindfulness and the importance of creative discipline. Originality/value - The paper highlights the importance of retaining traditional thinking skills, whilst integrating the best and most useful aspects of "cyber-thinking".
