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Greenbook Blog

Greenbook Blog

iModerate

Dec 06, 2013

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The impact of “other”

[excerpt] Because a growing percentage of the population identifies with more than one race, only allowing them to identify one aspect of their racial identity forces them to misrepresent themselves.

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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