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Survey Magazine – January 2012

Survey Magazine – January 2012

iModerate Author

Jan 18, 2012

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Grounding Qualitative Research in Cognitive Theory

[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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iModerate Author

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