Alert! – October 2007

Alert! – October 2007


Oct 23, 2007

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Is IM-Based Research Really What It’s Cracked-Up To Be?

[excerpt] The use of IM as a qualitative research platform has given the industry an innovative means to converse with respondents online during traditionally static surveys. In that regard, this platform and the accompanying methodology help add a story to the statistics by delving deeper into the motivations and reasoning that comprise respondent answers.

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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