Qualitative researchers are tasked with teasing out the deep-seated factors that shape consumer behavior. If that sounds like an easy undertaking, just having a conversation and asking “why”, then clearly you’ve never tried it. There are a variety of barriers that make it extremely difficult to get people to express their motivations, reasoning and emotional connections. What’s the key to overcoming them? You have to start by understanding how people to think.

On March 28, at…

Political season is upon us. Primaries and caucuses are in full swing, the hot button issues are being debated every day, and the candidates are making their pledges and promises to all of us. It’s usually around this time that we all start sifting through politicians’ claims to decipher what we believe in and what’s plausible. Trying to separate fact from fiction and predict what will be has always been an arduous and often impossible task for all Americans this time of year. In the…

iModerate Research Technologies, a leading qualitative research firm, recently implemented ThoughtPath™; a new holistic approach to bring more relevance and honesty to their client’s qualitative research.

ThoughtPath revolves around three Cognitive Theories - Identity Theory, Perception Theory and Phenomenology. These theories allow…

At Walt Disney Parks & Resorts, creating wondrous guest experiences is everything. And that experience starts well before most guests ever set foot in one of Disney’s theme parks.

On Wednesday, November 9 at 10:30 A.M. at the IIR Market Research Event, Jacque Skinner of Walt Disney Parks & Resorts and Jen Drolet of…

With another month in the rear view mirror, retailers are beginning the push for the 2011 holiday season. Those retailers should take note of a study recently released by Motista.

The findings reveal that only 18 percent of consumers have an emotional connection to…