It has a very unique and user-friendly interface for participants and researchers by which they can easily navigate. With the help of live video and text responses, rich qualitative insights can be gathered. It provides real-time feedback to researchers from participants and makes the process efficient. It has a mobile-first approach which makes it easy for participants to respond on the go and increase the response rate. Apart from all this, it is also a data rich platform. It supports a lot of research like diary studies, surveys and in-depth interviews. Through multimedia like photos and videos it can capture emotions, behavior and contexts. It also has quality control which ensures the authenticity of the response. Tasks can be created by the researchers and participants complete those tasks in their own time which offers real-world responses. Participants can be accessed from different geographical locations. It is an excellent option for in depth and qualitative research.