Voter Insider is unique in that it provides access to 5 million verified respondents. To that end, it gives pollsters and other researchers the ability to select a target audience that closely represents the voting population based on their documented vote history and modeling scores. Getting the right respondents to the research is only part of the solution. Voter Insider incorporates the latest in online research tools and techniques from iModerate and affiliated partners. These include: quantitative surveys, one-on-one qualitative conversations, dial testing, heat mapping, as well as accompanying project management and ancillary services.

“The ability to conduct comprehensive political research online with your verified target audience represents a significant opportunity for researchers,” said Harold Ickes, Catalist’s President. “Accuracy, insight and speed are paramount in the political arena. To be able to provide a solution that offers all three is exciting for us and our partners.”

Voter Insider can be used to obtain data as well as capture the voice of the customer. The solution can be used for anything from ad tests to message tests and is available in three packages: a hybrid (qual-quant) package for ad testing, a qualitative package, and a custom package in which an ala carte menu of research options is available. When applicable, the quantitative component centers around an online survey while the qualitative component revolves around iModerate’s proprietary one-on-one conversations. These distinct conversations allow iModerate’s professional moderators to have a one-on-one dialogue with respondents, in real-time, to uncover beneath-the-surface reasoning and motivations.

To learn more about Voter Insider, please visit voterinsider.com

About Catalist
Catalist is a data services company based in Washington, DC, serving the progressive community. It maintains and constantly updates a complete national database of over 265 million persons in the U.S. representing 358 TB of data and provides a high volume matching service operating at over 1 billion matches per month. Catalist brings easy to use web based tools and a high quality voter database of all voting-age individuals in the United States to progressive, not-for-profit organizations, advocacy groups and campaigns. www.catalist.us

About iModerate Research Technologies
iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them. For more information, please visit www.imoderate.com

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ThoughtPath revolves around three Cognitive Theories – Identity Theory, Perception Theory and Phenomenology. These theories allow iModerate’s qualitative experts to better understand consumers’ inherent thought processes and how they make decisions. Depending on the research question, iModerate’s qualitative team blends the optimal combination of ThoughtPath’s three theories to customize an approach. Utilized to inform the company’s online, one-on-one qualitative conversations, ThoughtPath gives iModerate’s moderators the framework to decipher how consumers see themselves, what they really notice and the experiences that shape them.

“We are thrilled about ThoughtPath and the insights that it bears,” said Carl Rossow, iModerate’s CEO. “When you can unilaterally improve what you do for your clients, it’s a wonderful thing, and ThoughtPath is helping us do just that. It gives us the ability to ask more meaningful questions in a more efficient manner and carry out a more organic qualitative conversation.”

ThoughtPath was developed by iModerate’s senior leadership team and an outside consultant over a period of 12 months. The new approach influences everything iModerate does, from kick-off calls to the qualitative conversations to the deliverables. It is being used across all audiences and project types and is completely customized based on each client’s research objectives.

For more information, please visit www.imoderate.com/approach/thoughtpath

About iModerate Research Technologies iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them. For more information, please visit http://www.imoderate.com

CMB’s 30 minute Tools and Techniques series is designed to share tips and tricks and interesting approaches to keep attendees up-to-date and informed so they can get the most out of every research project.

If you missed it, you can view the webinar here.

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[excerpt] Using Cognitive Theory to inform the qualitative approach is one such strategy, and the one we employ here at iModerate. Tying our research to aspects of Cognitive Theory gives us a better understanding of how people think.

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While some consumer decisions are based on price or functionality, many others are based on deep-seated factors, such as brand perception and value. Understanding what creates those untold consumer/brand emotional bonds are the valuable consumer insights that provide the strongest rationale behind brand selection. This is the power of effective qualitative research.

However, for most people, getting to this deep, emotional place is difficult. It’s not that individuals don’t want to express themselves or be dishonest; it’s that often times they don’t know how to unlock this part of their psyche or don’t understand the reasons behind their own behavior. While they might attempt to give a rational explanation for a certain behavior or opinion, people in general are not good at analyzing their own motivations and the basis for their actions. Therefore, asking them direct questions often results in surface answers that don’t reveal anything of real significance. To understand what ultimately drives someone’s behavior, it is important to have a qualitative strategy to get past their outer shell.

Using Cognitive Theory to inform the qualitative approach is one such strategy, and the one we employ here at iModerate. Tying our research to aspects of Cognitive Theory gives us a better understanding of how people think. By incorporating those learnings into our process, we are able to ask questions that make it easier for respondents to articulate the emotional nuances that motivate them. In much the same way a Therapist is armed with the cognitive keys to unlock their patients subconscious, we as qualitative researchers are able to use Cognitive Theory to go to a deeper place with consumers.

The range of questions that can be addressed through Cognitive Theory spans the universe. However, not all cognitive theories address the needs of marketing researchers. At iModerate, we took a long look at the work we do, the environment which we do it, and the research questions we answer, and found that Perception theory, Identity theory and Phenomenology were best suited to be the framework that supports our one-on-one online qualitative research approach.

Here’s a quick look at the three theories:

Perception Theory – Perception theory looks at how the human brain perceives the world. Simply put, at any given time every individual naturally goes through 4 steps to process information – they notice, categorize, group and infer. Asking consumers questions that relate to those steps and following them along that path is a more organic way to obtain their candid thoughts and feelings. Using Perception Theory allows us to cut through the easy platitudes (“It’s nice. I like it…”) and tap into people’s deeper, sometimes unconscious thoughts.

Identity Theory – Identity Theory looks at how people define who they are and where they belong in the world. By making a point to understand how consumers see themselves and who they aspire to be, we can more easily understand what is relevant to them and the choices they make. For instance, if we know that a consumer sees themselves as a young professional fashionista, we can get a better sense as to why or why not they gravitate toward certain brands and messages.

Phenomenology – Phenomenology is the study of consumer experiences from their point of view. When we apply Phenomenology, we ground ourselves in what we believe to be an immovable truth: Consumers interpret the value of a brand (or message) within the context of their own experiences. Using Phenomenology lets a consumer paint their own picture, and allows us understand and isolate which experiences most accurately inform how they connect to a brand.

From the conceptualization of research design through the analysis and interpretation of research findings, Cognitive Theory allows researchers to create a frame of reference that makes a conversation easier, more natural and more relevant to the participant.

But applying Cognitive Theory to qualitative research doesn’t just make it easier for respondents to give honest feedback. Questions based on cognitive theory elicit responses that are more specific, more relevant and more nuanced than responses gathered through direct questioning and other, less strategic qualitative research techniques.

The result is a conversation rife with denser, more vivid information about consumers, which allows marketers to better craft messages, create products or tweak packaging designs in ways that resonate best with consumers.
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Cohen, Joel B. and Kunal Basu (1987), “Alternative Models of Categorization: Toward a Contingent Processing Framework,” Journal of Consumer Research, (13) March 1987.

Sirsi, Ajay K., James C Ward and Peter H. Reingen (1996), “Microcultural Analysis of Variation in Sharing of Causal Reasoning about Behavior,” Journal of Consumer Research, (22) March 1996.

[excerpt] A recent Consumer Pulse study of over 1,200 U.S. consumers conducted by Boston-based custom research firm, Chadwick Martin Bailey (CMB) and iModerate Research Technologies, looked at how people are using QR codes and what they’re looking for when they scan.

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Quick Response, or QR codes, are everywhere from print advertisements to public transportation and websites, and while only 21% know QR codes by name, nearly all respondents reported having seen the ubiquitous black and white squares. For smartphone owners, whose devices are capable of scanning the code, QR codes are becoming a part of the purchase process. Half of smartphone owners surveyed had scanned a QR code, and nearly 20% of them made a purchase after scanning, indicating a willingness to make QR codes part of the purchase process for tech-savvy shoppers.

“Consumers are curious about QR codes and the information they can get,” notes Jeff McKenna, Senior Consultant at Chadwick Martin Bailey. “But companies need to understand what consumers expect from a scan whether it’s more information, a coupon, or exclusive offer. Companies who use QR codes successfully to drive engagement or sales will be those who meet customer expectations and offer compelling reasons to scan.”

The study also looked at ease of use, with 70% of those who scanned finding scanning to be a very easy process. Results were more mixed when respondents were asked to rate the usefulness of the information they got from scanning the code, only 41% reported the information they got to be useful.

To fully contextualize this research, iModerate conducted one-on-one conversations with 22 Americans over age 18. In the words of respondents:

“[I] received [a QR code] at the hotel front desk and used it to download their mobile app. Then I had full access to reservations, rewards, etc. [It gave me] easy access to reservations while mobile … simple, clean, no long issues, delays or any other frustrations.”— Past User, female, 55 to 59

“I think it would be good if QR codes could be used for special events for stores when they are having a sale and only the people who use QR codes would know about it.”— Never Used, female, 25 to 29

“I tend to see them for things I really do not care about. I have a smartphone but have never downloaded the app. I also do not have any friends or know anyone who has. It doesn’t sound like something fun for me.”— Never Used, male, 30 to 34

As QR codes and similar technologies allow companies to engage customers closer to the point of sale, manufacturers will begin to take advantage of its growing role in the purchase process.

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,228 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October of 2011. In addition, iModerate Research Technologies conducted one-on-one online conversations to more fully contextualize their holiday shopping plans.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com

About iModerate Research Technologies
iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them. For more information please visit http://www.imoderate.com

Media Contacts:
Kristen Garvey
kgarvey@cmbinfo.com
Phone: 617.986.7478

Adam Rossow
arossow@imoderate.com
Phone: 303.928.8406