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When electric shocks are preferred over quiet solitude – Quirks article

When electric shocks are preferred over quiet solitude – Quirks article

iModerate

Oct 14, 2014

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Our Director of Insights and Analysis, Sonya Turner, dives into the findings from a Harvard and University of Virginia study which showed that people do not like to be alone with their thoughts, so much so that they’d prefer to endure an electric shock than to sit alone for a negligible amount of time. Sonya explores the implications of this fear of introspection for both our culture and the market research industry, and discusses the strengths of iModerate’s cognitive framework ThoughtPath in unlocking what’s behind consumers’ experiences, perceptions, and identities.

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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