With the technology to conduct more nuanced tests, some companies say they can provide more useful detail about how people think in dynamic situations.
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Kenyan Susan Oguya created an app to help farmers in her homeland. Shown here in the office of her company, M-Farm, she also belongs to the group Akirachix, which seeks to bring more Kenyan women into the tech world.
Eden Full took time off from her studies at Princeton University to work on her startup full time, after being selected for the inaugural class of the 20 Under 20 Thiel Fellowship.
A Google logo is seen through windows of Moscone Center in San Francisco during Google's annual developer conference, Google I/O, in June. Google is one of several major tech companies known for the "acqui-hire."