Research Reports

Latest from Research Reports

Brand Wars: Airbnb vs. Hotels

Find out who is primed for lodging domination, Hotels or Airbnb, in our latest qualitative report.

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Are retail stores going extinct?

Understand how having a physical presence affects brands and what brings consumers to stores and keeps them coming back.

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Brand Wars: Trader Joe’s vs. Whole Foods

Discover who’s got the upper hand in the grocery aisle and what gives them their edge.

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Brand Wars: Streaming Services

They’re taking over the entertainment industry, as well as your weeknights, but which streaming service do consumers prefer?

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Brand Wars: Nike vs. Under Armour

Find out what separates these two seemingly identical leaders in the athletic apparel industry.  

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Are consumers ready for the smart home?

See what consumers are saying about the smart home, what they’re excited for, and what they could live without.

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Consumer Confidence – reading between the numbers – Q3 2014

Find out the factors behind consumer confidence numbers and how Americans really view the future of the economy.

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How do consumers think about healthy living?

Discover what factors play a role in a healthy lifestyle and what brands and products help along the way.

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Exploring the value of higher ed with grads and parents

See what grads and parents think of their degrees and experiences, and whether they believe it was worth it.

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5 things we learned about m-Commerce

Uncover how mobile impacts the way people shop today.

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The pluralist generation – reimagining the american dream

Discover how Plurals define the American Dream, and how the concept has evolved over time.

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Ever wonder what consumers think about “healthy foods”?

Uncover consumers’ perceptions surrounding functional and fortified foods, and the opportunities there are for growers, manufacturers, and retailers.

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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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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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Chelsea Gibbons

I explore by getting lost, which I manage to do on a regular basis. I have been told by multiple people that they would not be my partner on “Amazing Race,” because my sense of direction is so poor.

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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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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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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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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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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