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AdWeek article on wearable tech featuring iModerate

AdWeek article on wearable tech featuring iModerate

iModerate

May 19, 2014

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Nike FuelBand and Other Health Wearables Have Branding Issues

Judging from iModerate’s data, it’s possible that Nike has decided that creating awareness to move enough $149 FuelBand retail units wouldn’t be worth the marketing dollars.

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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