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Applying Cognitive Theories to Qualitative Research

Applying Cognitive Theories to Qualitative Research

iModerate Author

Dec 17, 2012

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Market researchers ultimately want to understand what drives consumers’ thinking, feelings, actions and decision-making. However, uncovering the considerations that shape an opinion or influence a decision in qualitative research isn’t always straightforward. People often struggle to articulate their thoughts and motivations, making uncovering what’s truly behind their decisions difficult.

Our latest white paper, “The Research Path to Uncovering Consumers’ Deeper Thoughts” illustrates how using a cognitive based approach will yield insights with more depth and context around them. In applying this approach, researchers can ask the right questions at the right time to unlock the concealed truths consumers aren’t always able to uncover themselves. Therefore, organizations will have a better understanding of how a consumer navigates through the purchase process so they can make more effective business decisions.

Specifically, in this white paper, we discuss how consumers make decisions, the factors that influence these decisions and how applying cognitive theory to qualitative research will help uncover those true emotional drivers behind a consumer’s decision.

We hope you find it interesting and informative. Enjoy!

Read the white paper

iModerate Author

Our research work with iModerate over the past several years has developed into a true partnership. Their unique fusion of both qualitative and quantitative methodologies in a single study has offered new insights into key topics and markets of interest for our organization, which in turn, we are able to quickly turn into action steps. They are flexible, responsive, and extremely engaged in the entire project process, from conception and design to final data processing and delivery. They have even gone above and beyond by volunteering their time, resources, and expertise to assist with a special target market project on women. iModerate has their finger on the pulse of the research industry and consistently provides creative suggestions and solutions to enhance our current work. This ultimately allows us to provide our leadership with the strategic insights and opportunities that helps us to advance the common good.

Kristin Thomsen, Manager, Market Research, United Way Worldwide