What the study analysed
The paper examined how consumers perceive sustainability in digital technology products and services, and which sustainability concerns remain unmet. A global online survey ran from February to June 2025, combining open-ended and Likert questions, with 490 respondents recruited through networks and the Prolific panel across North America, Africa, Asia, Europe, and South America.
The authors cite two earlier published Evidano studies as methodological precedent for adding an AI pass after manual reflexive thematic analysis, an example of the tool entering the peer-reviewed methods literature.
How Evidano fit the workflow
A human-led workflow, with AI as a second lens
- 1Manual coding first
Researchers familiarized themselves with the data and coded it by hand using reflexive thematic analysis (Braun and Clarke) and the Gioia method.
- 2Analysis with Evidano
The same data were then analyzed with Evidano, the AI tool for qualitative research analysis named in the study.
- 3Compare and synthesize
Results from both approaches were compared and synthesized. The publication reports that Evidano supported "triangulation of findings and identification of patterns" that manual coding may not have immediately surfaced.
“an emerging AI tool for qualitative research analysis”
“This allowed for triangulation of findings and identification of patterns that may not have been immediately realized through our manual coding.”
“Results from both analytic approaches were compared and synthesized to inform the interpretation and discussion of consumer perception and behaviour regarding sustainability.”
One analytic lens. Patterns can be missed. Cross-checking is hand-done.
A second lens for triangulation. Surfaces patterns manual coding may miss. Results compared and synthesized.
Use AI as a second lens next to your own coding, as the study did.
In the study, Evidano supported identification of patterns the manual coding may not have immediately realized.
Humans coded first; Evidano supported their judgment rather than replacing it.
Evidano was named openly in the published methods section.