Becky Sarniak

Latest from Becky Sarniak

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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The anatomy of an effective apology

Company missteps can happen for many reasons – negligence, accident, poor decision making, etc. We have seen companies take

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Putting your ‘Bucks where your mouth is

Starbucks reported a record revenue of $16.4 billion for fiscal year 2014. While many companies make an effort to

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Are these new logos super or sucky?

A brand may choose to change their logo for many reasons. In 2011, Starbucks changed their logo so that

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The emotional play

Brands strive to stand out from the crowd, to connect and build long-lasting relationships with consumers. One strategy used

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Brands tricks are our treats

Warning: Proceed with caution. Your work may suffer due to the distraction. In the spirit of Halloween, we thought

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The emoticon’s place in online research

Emoticons are graphic depictions of facial expressions that people use in text messaging, emailing, facebooking, instant messaging and more.

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Our Authors

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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Mike Steinberg

The most adventurous thing I’ve done is travel via dilapidated boat (it may have been held together by bubblegum) to get up close and personal with giant Hippos guarding their young.

Mike Steinberg

EVP, Business Development

Holly Savage

I love qualitative research for the same reason I love teaching—using creative questions and questioning methods to help elicit innovative thoughts on any subject.

Holly Savage

Senior Director, Client Services

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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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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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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By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske