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When electric shocks are preferred over quiet solitude – Quirks article

When electric shocks are preferred over quiet solitude – Quirks article

iModerate

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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By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske