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Chart Your Course: Navigating the Research Sea with an ROI Compass

Find out best practices for navigating the research sea by using focused objectives and business ROI as a compass

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Best Practices for Quick-Turn Qualitative

Discover how quick-turn qualitative approaches can help you gain the insights needed to answer everyday business questions without compromising

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Nine Types of Research Bias and How to Avoid Them

How do we identify and control the sources of bias to deliver the highest quality research possible? 

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Right-Sized Research: Using Qualitative Approaches to Tackle Tactical Needs

Learn how and when lean qualitative can be used deliver impactful insights more efficiently than ever before.

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How Hybrid Research Drives Penske Forward

See how Penske utilized hybrid market research to get a better sense of how consumers view partner relationships.

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Making the Most of the Data You Already Have

Discover what data marketers are neglecting and how they can transform it into actionable intelligence needed to succeed.

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Deconstructing Dads in the Aisle: A New Insights Solution Gets Thousands of Dads to Share Their Story

Find out what messaging hits home with Dad and how to utilize that information to boost impulse buys.

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How The ‘Why’ of Net Promoter Score Unlocks Its True Potential

See how utilizing (iM)merge Analytics to understand Key Performance Indicators can create a common goal fueled by the consumer

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Get ahead of the next big thing by moving past big data & traditional research

Uncover the world of the QualTracker solution and find out why it is replacing Big Data with more precise

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Tell them something they don’t know! Achieving foresight through scalable insight.

Get to know the new QualTracker solution and what holes it fills in the marketplace.

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Why the Deepest Insights Play Hard to Get

Learn how to access the insights locked away within the consumer’s subconscious.

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Teaming up to Provide Some Qualitative Education

Discover how cognitive theory relates to research, and the importance of having a sound qualitative strategy.

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Our Authors

Joan Rinaldi

I love finding the unexpected and solving problems in research.

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Joan Rinaldi

Senior Director, Research Services

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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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Becky Sarniak

Manager, Moderating Services

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Julia Eisenberg

I love a great story – numbers are nice, but nothing is more compelling than hearing directly from your consumers.

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Julia Eisenberg

Vice President, Insights

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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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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

Director, Insights

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iModerate does an excellent job with the qualitative. I am continually impressed with the discussion guides they put together, with the data output, and the reports they provide…it is an excellent deliverable. And our members over the years have provided me and others in the department with specific feedback, saying just how rich and how useful the information is.

Tara Hutton, Director of Marketing Research, Consumer Electronics Association