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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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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