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 a way of exploring with consumers individually to get beyond what you already know. Our one-on-one, professionally moderated chats help ensure your decisions are based on the consumer truths that lie beneath the surface rather than statements and data skimmed from the top. These conversations can occur as stand-alone qualitative project or as a seamless add-on to a quantitative survey.
(iM)pact community discussions can tease out impactful consumer insights through a variety of discussion questions and multi-media activities, using our advanced asynchronous digital platform. Based on the research objectives, our team will design a right-sized community that engages your consumers and delivers the data you need to answer critical business questions and move your brand forward.
(iM)pact interviews utilize live video to deliver the “first-person” insight and meaningful observations you need to impact your brand. Our moderators will lead the discussion, interacting with individuals or small groups via webcam or mobile device to capture your consumers’ top of mind reactions and observe their everyday environments.
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 uncover these less obvious insights through our conversations, communities and interviews, with our team of consumer investigators asking skillfully-crafted questions, sequenced properly, in environments built to elicit candor.
The iModerate Difference
Hidden insights can’t surface when consumers don’t open up, so our approaches were designed to remove any barriers to an open dialogue. With our proprietary cognitive road map as a guide, our moderators explore the origins and offshoots of consumers’ ideas, leading to discoveries that inspire fresh brand thinking – without the timeframes and resources required by traditional qualitative research.