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ThoughtPath: What it Means for Your Research

One of the questions I hear a lot when talking to clients about their business questions and research needs is,

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Where Would You Eat? Fast-Casual Dining vs. On-Demand Delivery

As the average consumer has become busier than ever, dining out and ordering in have quickly become a new norm.

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The Rise of Fast-Casual Restaurants

As family schedules have become more hectic, with both parents often working long hours and children engaged in a variety

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Three Ways to Engage Online Respondents

As a moderator at iModerate, I converse with people every day. The medium—our proprietary platform, which works similar to instant

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How can you get a more complete view of your consumers? Hybrid research.

As brands engage in a never-ending battle for share of mind and wallet, every new piece of insight has the

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The research investment in innovation

Companies are constantly trying to make an existing product better or create the next best thing. As our new white

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The ABCs of product innovation

So you have the next big idea, and you’re ready to get it out into the market. Innovation can be

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Penske goes hybrid (market research)

On our recent webinar, How Hybrid Research Drives Penske Forward, we teamed up with Qualtrics and Penske, the 6-billion-dollar global

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Listening: The over-looked aspect of conversation

Have you thought about how much we, as human beings, converse with one another? Whether we type a message on

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Love it or hate it: What we can learn from product reviews

When you think about buying something new, what’s the first thing you do? For many, the first move is to

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Going big with qualitative market research

The qualitative market research renaissance is in full swing. Brands have figured out that context is the key to understanding

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Where would you stay? Hotels vs Airbnb Brand Wars

Airbnb has grown incredibly fast – in nine years, they’ve expanded from a few air mattresses in San Francisco to

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Our Authors

Kim Johnson

I’m most curious about what makes people tick. What causes people to think and act the way they do? What can influence a person’s decision, one way or another?

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Kim Johnson

Kim Johnson

Research Manager

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Ryan Sullivan

The most adventurous thing I’ve done is spend a month excavating in Nebraska for undiscovered archaeological sites.

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Joan Rinaldi

I love finding the unexpected and solving problems in research.

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Joan Rinaldi

Joan Rinaldi

Director of Technical and Moderating Services

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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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Ako Mikelis

I’ve always been curious about the underlying reasons people do things.

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Ako Mikelis

Ako Mikelis

Staff Accountant

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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

Sonya Turner

Director of Insights and Reporting

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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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Christine Tchoumba

I believe qualitative research is like an onion. You keep peeling back the layers until you get to the insight you need.

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Christine Tchoumba

Christine Tchoumba

VP of Client Development

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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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iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.

Marc Porter Magee, Partnership for Public Service