The push research needs

The push research needs

iModerate Author

Jun 17, 2014

Share It

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

Our research work with iModerate over the past several years has developed into a true partnership. Their unique fusion of both qualitative and quantitative methodologies in a single study has offered new insights into key topics and markets of interest for our organization, which in turn, we are able to quickly turn into action steps. They are flexible, responsive, and extremely engaged in the entire project process, from conception and design to final data processing and delivery. They have even gone above and beyond by volunteering their time, resources, and expertise to assist with a special target market project on women. iModerate has their finger on the pulse of the research industry and consistently provides creative suggestions and solutions to enhance our current work. This ultimately allows us to provide our leadership with the strategic insights and opportunities that helps us to advance the common good.

Kristin Thomsen, Manager, Market Research, United Way Worldwide