The push research needs

The push research needs

iModerate Author

Jun 17, 2014

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We have said a lot in the past week.

We let you know that longitudinal qualitative was here and game changing. We introduced Qual Trackers, and made it clear that the gap which existed between context and scale was filled. We lauded the solution’s ability to say what the numbers can’t, identify opportunities, and bring research to a more proactive and opportune place.

So what’s the basis for our bold claims? How are we so sure we’re on to something? Our confidence stems from one number, delivered monthly, that carries tremendous weight, without a contextual foundation.

Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?

They’re the types of questions that Big Data and tracking studies often leave us with. They’re the type of questions that spark conjecture and uninformed conclusions. They’re the type of questions, that, if answered with context, can make us smarter and inform the right actions.

To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.

It’s the perfect example of the insights a Qual Tracker can produce in just one quarter of work. Check out the report and discover:

  • How Americans really view themselves from a financial and social status perspective
  • What factors play into consumers’ perception about the economy
  • How businesses can better position themselves to align with how people are feeling
  • The value of longitudinal qualitative


iModerate Author

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