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Wearables are a game-changer in market research – article in MarketingProfs

Wearables are a game-changer in market research – article in MarketingProfs

iModerate

Jul 03, 2015

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From Fitbits to the Apple Watch to eyeglasses to clothes and even smart jewelry, smart wearable devices are poised to transform the way research is done, giving retailers and brands access to point-in-time consumer data that they’d otherwise be unable to collect (at least without error and intrusion).

Read the full article to learn the three ways that wearables are changing the market research space, and what you need to know moving forward.

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