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Survey Magazine – June 2011

Survey Magazine – June 2011

iModWPAdmin

Jun 01, 2011

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Why Hybrid? Why Now?

[excerpt] Adding a qualitative component gives you the consumers’ voice, identifiable language and the story behind the quantitative data.

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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