The push research needs

The push research needs

iModerate Author

Jun 17, 2014

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We have said a lot in the past week.

We let you know that longitudinal qualitative was here and game changing. We introduced Qual Trackers, and made it clear that the gap which existed between context and scale was filled. We lauded the solution’s ability to say what the numbers can’t, identify opportunities, and bring research to a more proactive and opportune place.

So what’s the basis for our bold claims? How are we so sure we’re on to something? Our confidence stems from one number, delivered monthly, that carries tremendous weight, without a contextual foundation.

Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?

They’re the types of questions that Big Data and tracking studies often leave us with. They’re the type of questions that spark conjecture and uninformed conclusions. They’re the type of questions, that, if answered with context, can make us smarter and inform the right actions.

To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.

It’s the perfect example of the insights a Qual Tracker can produce in just one quarter of work. Check out the report and discover:

  • How Americans really view themselves from a financial and social status perspective
  • What factors play into consumers’ perception about the economy
  • How businesses can better position themselves to align with how people are feeling
  • The value of longitudinal qualitative


iModerate Author

Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition