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MediaPost – February, 2014

MediaPost – February, 2014

iModerate

Feb 28, 2014

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New Creating Consumer Intimacy in a Big Data World

An overreliance on Big Data has the potential to create a false sense of security, a dangerous confidence that consumer intimacy resides in a data stream.

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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