Sonya Turner

Latest from Sonya Turner

What is quick-turn qualitative research?

Think of the last time you purchased a brand-new pair of shoes. How many different stores did you go

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Should Netflix Worry About Losing Disney?

We live in the age of digital streaming, so the news that Disney was cutting ties with Netflix was

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Should Netflix Worry About Losing Disney?

DENVER, Colo. (August 10, 2017) – Here at iModerate, we’re huge fans of digital streaming, so when we heard

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ThoughtPath: What it Means for Your Research

One of the questions I hear a lot when talking to clients about their business questions and research needs

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Using layered approaches for better qualitative research

Editor’s note: This article was originally published in Quirks. Conventional research wisdom tells us that, prior to beginning any

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Are we losing our ability to be introspective?

Last month, psychologists from Harvard and UVA released a study showing something that we perhaps already knew, but didn’t

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Learnings from “Significant Objects”

Every once in a while you come across something truly brilliant in its simplicity, something that opens your mind

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6 deliverable tips to help you avoid boring your clients to death

As a qualitative researcher, I love asking questions. I think we all do. It’s exciting, challenging and gratifying to

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Our Authors

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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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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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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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

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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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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The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research