ThoughtPath: The makings of our secret sauce

ThoughtPath: The makings of our secret sauce

iModerate Author

Sep 02, 2015

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Over the course of the past 11 years, our moderators have had well over 200,000 conversations. That’s a lot of knowledge on consumers – what they take note of, how they experience the world around them, and how they relate to others (from individuals to organizations to brands). Building off of that knowledge, we developed ThoughtPath, our cognitive framework.

Rooted in three key elements of psychology (perception, experience, and identity), ThoughtPath taps into the way that consumers naturally think. It’s the framework for everything that we do, allowing us to both ask smarter questions and analyze with a more informed perspective. It’s how we help our clients get to know their consumers inside and out and become truly consumer fluent.

We recently wrapped up a side-by-side comparison study in which we asked consumers questions around feminism using two different discussion guides: one was structured with ThoughtPath, the other was not. We found a few key differences with the ThoughtPath conversation:

  • 50% Less Confusion. We heard many fewer “I don’t know”s due to respondents being clear on what was asked of them.
  • More focused discussion: Conversations stayed more on topic and tied to the objective at hand.
  • More variation among answers: ThoughtPath resulted in greater depth and nuance of answers due to the questions and answers building on each other.
  • Deeper layers of insight: The manner in which questions are sequenced lead consumers to think deeply about a subject without being overwhelmed.
  • More Details: Consumers have an easier time zeroing in on what’s most relevant to them, giving them more to talk about.


Want to see more? Check out the full analysis here:

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