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AdWeek article on wearable tech featuring iModerate

AdWeek article on wearable tech featuring iModerate

iModerate

May 19, 2014

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Nike FuelBand and Other Health Wearables Have Branding Issues

Judging from iModerate’s data, it’s possible that Nike has decided that creating awareness to move enough $149 FuelBand retail units wouldn’t be worth the marketing dollars.

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The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research