What’s this got to do with research you might ask? Well, for one thing, it highlights how quickly technology can impact on society — and the need for researchers to be abreast of these. But more importantly, the heart of the app is location based, using PokeStops to pick up useful items for the game, and ‘gyms’ to battle your Pokemon with other users.

Essentially, it rewards users for going to certain locations. This might be the tipping point for location-based apps. If they become more accepted, imagine the possibility this might have. Incentives linked to visiting set locations. Quick fire groups/depths with customers when they enter a store. Follow a day in the life. Location tracking provides a level of granularity and certainty we often struggle with, but Pokemon Go might be the catalyst to unlock this.