Black Friday bullshit: Benefits of satirical marketing

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White Papers

Today’s Hybrid Research: It Might Not Mean What You Think It Means

Learn more about the variety of hybrid approaches available and how this type of study can help you gain …

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Using Modern Market Research to Fuel Successful Innovation

Discover how to use new market research tactics to create new products and solutions your customers want.

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Research Reports

Brand Wars: Fast-Casual Dining vs. On-Demand Delivery

In the quest to capture greater share of wallet (and stomach) from today’s hungry consumers, see how quick-service dining …

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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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Webinars

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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Infographics

The Rise of Fast-Casual Restaurants for Moms

For busy families, fast-casual restaurants have transitioned from treat to routine. Given the uptick in frequency, it is more critical than ever that the industry focus on healthy options that cater to all ages.

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Remarketing: Supportive or Stalker-esque?

How do consumers feel about the practice of remarketing? How does it impact their perception of the brands who …

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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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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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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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Holly Savage

I love qualitative research for the same reason I love teaching—using creative questions and questioning methods to help elicit innovative thoughts on any subject.

Holly Savage

Senior Director, Client Services

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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Mike Steinberg

The most adventurous thing I’ve done is travel via dilapidated boat (it may have been held together by bubblegum) to get up close and personal with giant Hippos guarding their young.

Mike Steinberg

EVP, Business Development

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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Chelsea Gibbons

Strategic Director

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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