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The ABCs of product innovation

So you have the next big idea, and you’re ready to get it out into the market. Innovation can

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Penske goes hybrid (market research)

On our recent webinar, How Hybrid Research Drives Penske Forward, we teamed up with Qualtrics and Penske, the 6-billion-dollar

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Listening: The over-looked aspect of conversation

Have you thought about how much we, as human beings, converse with one another? Whether we type a message

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Love it or hate it: What we can learn from product reviews

When you think about buying something new, what’s the first thing you do? For many, the first move is

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Going big with qualitative market research

The qualitative market research renaissance is in full swing. Brands have figured out that context is the key to

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These are all the best Plaforms for Cheating directly on Roblox

The legit means to fix are given robux at roblox is also by laying down simply to supplying your

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Where would you stay? Hotels vs Airbnb Brand Wars

Airbnb has grown incredibly fast – in nine years, they’ve expanded from a few air mattresses in San Francisco

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Debunking myths: 5 misconceptions about qualitative research

Qualitative research is misunderstood more often than its sister strategy quantitative research. As a result, many marketers are missing

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Tips to enrich the in-store experience

Editor’s note: This post was originally published on TotalRetail on April 26, 2016. At the start of 2016, Wal-Mart,

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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

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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

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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

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Our Authors

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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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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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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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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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