Most brands know what their consumers do and say, but don’t know why. The thought process behind decisions isn’t apparent–it needs to be uncovered. (iM)pact conversations are our way of exploring with consumers individually to get beyond what you already know. Our one-on-one, professionally moderated conversations help our team ensure your decisions are based on the consumer truths that lie beneath the surface rather than statements and data skimmed from the top.
Why You Need It
Brands can’t take smart, bold action based on assumptions. Yet many still rely on data and shallow dialogue, and are left to fill knowledge gaps with what they think instead of what they know. Brands need to understand why their product stays on the shelf while their competitor’s fly off, what keeps a specific audience loyal, what impedes their message from being heard, and what role they can play in their consumer’s lives. We surface these less obvious insights through our (iM)pact conversations-where our team of consumer investigators ask skillfully-crafted questions, sequenced properly, in an environment built to elicit candor.
The iModerate Difference
Hidden insights can’t surface when consumers don’t open up. So we remove all the barriers to an open dialogue-no groups, no judgements, no empty questions, and no face-to-face pressures. With our cognitive road map as a guide, our moderators explore the origins and offshoots of consumers’ ideas, leading to discoveries that inspire fresh brand thinking. Our conversations are used by clients in a variety of ways:
- As stand-alone, in-depth conversations, either live, or as postings back and forth over time
- As a seamless add-on to the survey experience
- Over any mobile device