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How Does Environment Impact Insight?

How Does Environment Impact Insight?

iModerate Author

Aug 16, 2011

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Online market research continues to prove itself as efficient and effective. With smart phones, laptops, desktops and tablets, respondents can be on their couch or on a beach. If their device gets internet, we get insight.

While the freedom that online market research affords us comes with tremendous benefits, we as researchers lose environmental control. Depending on where respondents are or what device they are communicating on, there can be massive amounts of stimuli in play. Sights, sounds, food, lighting, architecture and weatherall affect human psyche. The question is… Do the environmental conditions alter the quality of their feedback for better or worse?

 

I’ve talked to people who are at home, on the job, and even at the airport. How do these situations play into their feedback? Are your comfortable people at home more likely to stick around and give full answers than a tired, cranky traveler whose iPod just died? Or does the traveler’s mood in that situation help generate more raw, honest feedback? As a moderator I constantly wonder if the person’s screen I am talking with is cluttered with Youtube videos, or if they are chatting with one eye on the TV. If so, is that distracting or is this additional stimulus of their choosing actually keeping them happy and engaged?

 

I’ve managed to find information about environmental effects on consumer behavior, but nothing that definitively sheds light on the question at hand. So I put it to you. What’s your take on environmental stimuli affecting a person’s conscious, subconscious, mood or focus and ultimately their feedback?

 

 

 

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