iMR Solutions

Unique solutions rooted in behavioral economics bringing you better market research

Pioneering Market Research Methodology

To identify potential levers for behavioral change, it is essential to understand both the implicit and explicit drivers of customer decisions and actions. Our approach seeks to mimic real-world behavior of consumers and decision-makers to deliver unparalleled and actionable insights.

We provide clients with a suite of innovative solutions, rooted in modern decision-making sciences and designed to inform the most critical business decisions.

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Our Offerings

Demand and Forecasting


iForecast™ (iF)

Positioning and Drivers Analysis


iAnalyze Brands and Competition™ (iABC)

Messaging


iSearch Messages™ (iSM)

Heuristics and Biases


iSearch Heuristics™ (iSH)

Segmentation


iPartition™ (iP)

Implicit Associations Test


iSight™ (iS)

Tracking / ATU


iATU 360™

Research Backed by Science

Our methods have been stress-tested and proven to overcome the pitfalls of standard market research, providing a deeper and more precise understanding of your market.

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Our Offerings

Positioning and Drivers Analysis
 iAnalyze Brands and Competition™ (iABC)

What it is

  • Cognitive mapping of the market by understanding competitive forces driving product preferences
  • Its quantitative foundations serve as the baseline for simulating market share impacts due to changes in promotion strategy and tactics

Unique advantages

  • Seamlessly and precisely integrates attitudes and behavior
  • Derived from true behavior rather than stated opinions
  • Instead of a trial and error strategy, enables optimal strategies by simulating how marketing may impact market share

Demand and Forecasting
 iForecast™ (iF)

What it is

  • Suite of forecasting solutions ranging from real-world econometric market share models to volumetric models incorporating promotional impact
  • Integrates survey data and true behavior with available secondary data
  • Covers full range of product life-cycle: pre-market, launch, and loss of exclusivity

Unique advantages

  • Combines traditional econometric models with approaches from behavioral economics, such as Prospect Theory
  • Applies a scientific and validated approach to overstatement instead of rules-of-thumb or other arbitrary methods
  • Benefits from a comprehensive benchmark database allowing comparison of new products across key metrics, market share expectations, and degree of overstatement

Messaging
iSearch Messages™ (iSM)

What it is

  • Behavioral research method like conjoint, only better. Unobtrusively collects “meta-data” that adds to the richness of insights provided by typical market research data (e.g., choices, attributes, etc.)
  • This approach allows respondents to determine what truly matters to them and how they naturally go about making decisions
  • Recognizes that a good message has to capture attention, engage, and motivate
  • Provides standard message optimization data, such as preferred bundle, and TURF analysis

Unique advantages

  • Reduces bias by not imposing a particular structure on respondent’s decision-making process
  • Taps into implicit decision-making process that respondents are unaware of or unwilling to share
  • Organically derives a natural “story-flow” that can be used for promotional materials

Heuristics and Biases
 iSearch Heuristics™ (iSH)

What it is

  • Unique quantitative approach designed to deeply explore decision-making processes of consumers and decision-makers
  • The method is designed to uncover the personal heuristics that consumers and decision-makers may have when deciding on treatment options, in addition to measuring the influence of common heuristics (e.g., availability, risk aversion, over-commitment, etc.)

Unique advantages

  • Identifies personal heuristics
  • Can validate or test any possible heuristic
  • Quantitative method that can support segmentation of respondents based on the heuristics they use
  • Unstructured method of research enabling meta-analysis of decision-making by tracking unique data respondents generate during the exercise

Segmentation
 iPartition™ (iP)

What it is

  • A comprehensive hybrid (behavioral + attitudinal) segmentation model
  • Connects several data sources: historical market behavior, explicit and implicit motivation, and decision-making behavior

Unique advantages

  • Uses a multitude of data sources: secondary data, implicit cognition, simulated choice behaviors, and explicit attitudes
  • Demonstrates the importance of using unique and unvarnished data such as implicit cognition for segmentation
  • In addition to cutting edge preference modeling, uniquely utilizes latent class analytical engines

Implicit Associations Test
 iSight™ (iS)

What it is

  • Current research in cognitive sciences directly challenges how marketers measure and model the relationships between beliefs, attitudes, and behavior
  • The new understanding is based on affect-driven dual-processing models of thinking and reasoning
  • iSight™ is grounded in a well-researched Implicit Association Test designed to capture dual processing
  • It is uniquely adapted to how consumers and decision-makers process information and make decisions

Unique advantages

  • Provides insights into automatic (implicit or unconscious) processes underlying judgments and choices
  • Enables the ability to measure the impact of implicit cognition on treatment behavior
  • Quantifies the prevalence of implicit preferences as potential drivers or barriers to product usage
  • Measures meaningful individual differences across decision-makers and, thus, helps determine novel market segments

Tracking / ATU
 iATU 360™

What it is

  • Improved approach to tracking research that addresses the key issues with common ATU programs (e.g., data quality, respondent fatigue, lack of strategic/tactical relevance, etc.)
  • Designed using best practices and learnings discovered by conducting “research on research” about the best methods for collecting ATU data
  • Includes multiple types of surveys to deliver a much broader set of insights than typical ATUs

Unique advantages

  • Grounded in a scientific framework focused on capturing respondents’ implicit thinking and true market behavior
  • Offers long-term benefits of “stacking” the data and updating learnings to answer additional emerging and unexpected questions from marketing and management
  • Diminishes the needs for other market research such as positioning, messaging, segmentation, users vs non-users analysis, etc.
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  • 267-300-2094
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