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L.A. Times – March 2013

L.A. Times – March 2013

wickcreative

Mar 05, 2013

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Kevin James TV ad turns off twice as many voters as it wins over.

[excerpt] The James ad turned off even some voters who would seem to be likely supporters, according to follow-up interviews conducted online by iModerate, a market research company.

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iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA