iModerate

Latest from iModerate

Create urgency and drive purchases by leveraging counterfactual thinking

Have you ever hemmed and hawed over buying something, and finally decided to proceed with the purchase only to

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Are you consumer fluent? – featured in commPRO

Being consumer fluent is crucial in today’s evolving marketplace. Today’s environment is such that brands can’t push their talk

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Brand Wars: Trader Joe’s vs. Whole Foods – featured on The Packer

Findings from our recent Brand Wars study were featured on The Packer, the leading source for produce industry news. Check

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How an investment in consumer fluency pays brand dividends

Being consumer fluent is crucial in today’s evolving marketplace. As previously mentioned on our blog, today’s environment is one

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Brand Wars: Trader Joe’s vs. Whole Foods

Discover who’s got the upper hand in the grocery aisle and what gives them their edge.

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New iModerate Study Reveals Differing Perceptions of Trader Joe’s and Whole Foods

DENVER – Oct. 28, 2015 – A new qualitative research study by iModerate, a leading consumer insights firm, found

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Is your data trustworthy?

Do you trust your Data? No, no, I’m not talking about the sentient android from Star Trek, The Next

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PSAs over the years, and the rising power of youth

I turned 33 last month, and as with most birthdays, I didn’t really feel like anything much had changed—until

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Stores rejoice as dads take their kids shopping – research featured in Retail Wire

We recently wrapped up research on the emotional factors at play when dads make impulse purchases for their kids.

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When it comes to consumer feedback, should we sweat the small stuff?

As market researchers, we too often focus on the almighty number. The higher the percentage, the more likely it

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9 types of research bias and how to avoid them – featured in Quirks

Seasoned research experts know that bias can find its way into any research program – its naïve to think

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Don’t believe the hype: Three stories of long-awaited products gone bad (and sometimes good again)

It’s a funny thing to anticipate things in 2015. Every few weeks, we hear about the imminent arrival of

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Our Authors

Joan Rinaldi

I love finding the unexpected and solving problems in research.

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Joan Rinaldi

Senior Director, Research Services

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Mike Steinberg

The most adventurous thing I’ve done is travel via dilapidated boat (it may have been held together by bubblegum) to get up close and personal with giant Hippos guarding their young.

Mike Steinberg

EVP, Business Development

Chelsea Gibbons

I explore by getting lost, which I manage to do on a regular basis. I have been told by multiple people that they would not be my partner on “Amazing Race,” because my sense of direction is so poor.

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Sonya Turner

I love finding the story that exists inside every job we do, the thread that ties together.

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Sonya Turner

Director, Insights

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Becky Sarniak

What I love about research is learning about people and what they think. Discovering the reasoning behind behavior and what motivates people to move from a plan of action to action itself.

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Becky Sarniak

Manager, Moderating Services

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Holly Savage

I love qualitative research for the same reason I love teaching—using creative questions and questioning methods to help elicit innovative thoughts on any subject.

Holly Savage

Senior Director, Client Services

Julia Eisenberg

I love a great story – numbers are nice, but nothing is more compelling than hearing directly from your consumers.

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Julia Eisenberg

Vice President, Insights

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The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research