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Why do we shop? The generational differences behind brick and mortar visits

We recently wrapped up research on the retail experience – what motivates consumers to visit a physical store, what makes

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Six Ways to Enrich Your Qualitative Research

The term “qualitative” often evokes the thought of a moderator leading a conversation with one or more participants, either online

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It takes two: Hilton + iModerate discuss the needs of today’s corporate researcher at the Quirk’s Event

Last month, we attended the Quirks Event in Brooklyn. It was our second year attending, and our CEO, Jen Drolet’s,

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Expect the Unexpected: What I learned at the Qualtrics Insight Summit

I’m a regular research conference goer. For the most part the shows I’ve attended are pretty vanilla and go off

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Thoughts on IIR’s Media, Insights, + Engagement Conference

Last week my colleague, Steve, and I went to the IIR’s Media Insights and Engagement Conference to attend sessions, network

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Fresh Perspective: A glance at my internship with iModerate

Editor’s Note: This blog was written by Hutch Hurwitz, who joined the iModerate team as an intern for January 2016. Hutch

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That was me yesterday, today not so much

In the last 6 months, has everything in your life remained unchanged? Your wants and needs exactly the same, habits

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Marketers – where is the butter?

  This represents me in a nutshell. In fact, it’s a greeting card my wife got for me not so

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Best reads of 2015

We wanted to share some of our top-10 favorite pieces, musings, and commentary from the past year. So dive in, deepen

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Create urgency and drive purchases by leveraging counterfactual thinking

Have you ever hemmed and hawed over buying something, and finally decided to proceed with the purchase only to discover

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10 things researchers should be thankful for this holiday season

When we’re drowning in data or working on the eighth version of a guide it can be hard to remember

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4 tips to supersize dads’ in-store spend

Editor’s note: This was originally featured on MediaPost.com as part of their Engage series.  Historically, marketers have tried to explicitly

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Our Authors

Ryan Sullivan

The most adventurous thing I’ve done is spend a month excavating in Nebraska for undiscovered archaeological sites.

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Christine Tchoumba

I believe qualitative research is like an onion. You keep peeling back the layers until you get to the insight you need.

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Christine Tchoumba

Christine Tchoumba

VP of Client Development

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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

Sonya Turner

Director of Insights and Reporting

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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

Joan Rinaldi

Director of Technical and Moderating Services

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Ako Mikelis

I’ve always been curious about the underlying reasons people do things.

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Ako Mikelis

Ako Mikelis

Staff Accountant

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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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Kim Johnson

I’m most curious about what makes people tick. What causes people to think and act the way they do? What can influence a person’s decision, one way or another?

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Kim Johnson

Kim Johnson

Research Manager

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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