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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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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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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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ThoughtPath: The makings of our secret sauce

Over the course of the past 11 years, our moderators have had well over 200,000 conversations. That’s a lot

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9 types of research bias and how to avoid them

Editor’s Note: This post originally appeared as an article in Quirks’ E-Newsletter. Seasoned research experts know that bias can find its

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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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Remarketing: Supportive or Stalker-esque?

The fact that we are all being followed online is not lost on most consumers. Remarketing or retargeting is

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It’s not all beer and chips: Cracking the code on Dad’s impulse purchases

80% of millennial dads are either the primary shopper or share shopping responsibility in their households[1]. It’s worth noting

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Realizing the open end’s potential

As only a market researcher is apt to do, I’ve been spending a lot time lately thinking about open

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Making the most of your research dollars

No matter the product or service category, the battle for market share is intense these days, which means knowing

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Why Netflix dominates the streaming space

We recently partnered with Luminoso to understand consumer perceptions of three different streaming services – Amazon Prime, Hulu, and

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Our Authors

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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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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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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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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The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy