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Using layered approaches for better qualitative research

Editor’s note: This article was originally published in Quirks. Conventional research wisdom tells us that, prior to beginning any sizeable

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iModerate Retail Research featured in MediaPost

Recent iModerate research on the value of a physical store presence for brands was featured in MediaPost. Check out the article

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iModerate’s retail study featured in Chain Store Age

Chain Store Age featured iModerate’s research on brick and mortar stores and the customer experience in a recent article. Check out

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10 ways business intelligence can help your organization, MarketResearch.com article features Adam Rossow

A recent article in MarketResearch.com on 10 ways that business intelligence can help your organization features a tip from Adam

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How to conduct budget-friendly market research – Article on Inc.com

Success in business today requires knowing your audience inside and out. Adam Rossow, CMO of iModerate, recently caught up with

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Got Customer Commentary? – featured in Target Marketing

The crusade to optimize customer experience is one that all organizations are waging — and for good reason. The success

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Are you consumer fluent? – featured in commPRO

Being consumer fluent is crucial in today’s evolving marketplace. Today’s environment is such that brands can’t push their talk track

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Brand Wars: Trader Joe’s vs. Whole Foods – featured on The Packer

Findings from our recent Brand Wars study were featured on The Packer, the leading source for produce industry news. Check out

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4 tips to supersize dads’ in-store spend – featured in MediaPost

Historically, marketers have explicitly tried to tempt moms in store. But brands have stepped up their ‘dadvertising,’ and for good

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Stores rejoice as dads take their kids shopping – research featured in Retail Wire

We recently wrapped up research on the emotional factors at play when dads make impulse purchases for their kids. Check

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9 types of research bias and how to avoid them – featured in Quirks

Seasoned research experts know that bias can find its way into any research program – its naïve to think that

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Prime Day: Why Amazon gives away video content – article in Forbes

iModerate’s Brand Wars: Streaming Services research was recently featured in a Forbes.com article regarding the internet video space and the

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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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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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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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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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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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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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The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research