Applying Cognitive Theories to Qualitative Research

Applying Cognitive Theories to Qualitative Research

iModerate Author

Dec 17, 2012

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Market researchers ultimately want to understand what drives consumers’ thinking, feelings, actions and decision-making. However, uncovering the considerations that shape an opinion or influence a decision in qualitative research isn’t always straightforward. People often struggle to articulate their thoughts and motivations, making uncovering what’s truly behind their decisions difficult.

Our latest white paper, “The Research Path to Uncovering Consumers’ Deeper Thoughts” illustrates how using a cognitive based approach will yield insights with more depth and context around them. In applying this approach, researchers can ask the right questions at the right time to unlock the concealed truths consumers aren’t always able to uncover themselves. Therefore, organizations will have a better understanding of how a consumer navigates through the purchase process so they can make more effective business decisions.

Specifically, in this white paper, we discuss how consumers make decisions, the factors that influence these decisions and how applying cognitive theory to qualitative research will help uncover those true emotional drivers behind a consumer’s decision.

We hope you find it interesting and informative. Enjoy!

Read the white paper

iModerate Author

The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy