Digital technologies have changed the way we live and work. However, we rarely consider the effects of technologies themselves on our brains and our working practices. Increasingly neuroscience is revealing our brains to have an extraordinary degree of 'plasticity' to be dynamic, connected and adaptive throughout life. This has an impact on the way we work. These findings are significant for society as a whole and for the qualitative research community. What is the evidence? What does it mean for our industry? What, if anything, should we be doing about it?