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MediaPost – February, 2014

MediaPost – February, 2014

iModerate

Feb 28, 2014

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New Creating Consumer Intimacy in a Big Data World

An overreliance on Big Data has the potential to create a false sense of security, a dangerous confidence that consumer intimacy resides in a data stream.

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iModerate does an excellent job with the qualitative. I am continually impressed with the discussion guides they put together, with the data output, and the reports they provide…it is an excellent deliverable. And our members over the years have provided me and others in the department with specific feedback, saying just how rich and how useful the information is.

Tara Hutton, Director of Marketing Research, Consumer Electronics Association