When electric shocks are preferred over quiet solitude – Quirks article

When electric shocks are preferred over quiet solitude – Quirks article


Oct 14, 2014

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Our Director of Insights and Analysis, Sonya Turner, dives into the findings from a Harvard and University of Virginia study which showed that people do not like to be alone with their thoughts, so much so that they’d prefer to endure an electric shock than to sit alone for a negligible amount of time. Sonya explores the implications of this fear of introspection for both our culture and the market research industry, and discusses the strengths of iModerate’s cognitive framework ThoughtPath in unlocking what’s behind consumers’ experiences, perceptions, and identities.

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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