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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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By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske