We chose an IM-based environment as our platform in part because the inherent nature and benefits of this communication vehicle translate perfectly to the market research arena. Over the past few years, IM has become one of the more popular forms of online communication in the world today, and the widespread proliferation of this medium means that our respondents are immediately familiar with the forum as they use it at work, at home and now even on the go. The anonymity, informal nature and real-time dialogue that are by-products of this platform help generate ideas that might often go unsaid using group methods. Respondents are simply at ease in the IM environment and are able to discuss, without inhibition, topics of even the most sensitive nature. The results are transcripts filled with tip-of-the-tongue explanations and motivations, providing you with a complete picture of your customers’ mindset.
The accompanying software features we have developed allow us to tailor each project to your needs, garner specific information and improve the respondent experience. Below are just a few examples of these features:
Quota Module
iModerate’s software includes job specific quota modules that allow us to engage any respondent subset. In essence, we can launch discussions with a representative sample of your participants, or for example, can converse with only the 18-24 year old sect that said they “might” buy your product and listed price as a barrier. The choice is yours.
User Snapshot
The user snapshot displays vital information about the respondent and allows our moderators to get-to-know the respondent instantly. This collection of instant information replaces the 10-minute warm-up that typically starts a focus group, and helps our moderators conduct a profound and effective discussion. The use of the snapshot information in the session gives participants a sense of importance as their recent thoughts and opinions play an essential role in the conversation.
Seamless Transition
The technology ensures the transition from the quantitative portion into the iModerate session is trouble-free and immediate. Respondents answer a question, click continue and see the iModerator interface. The session is not intrusive, and respondents enjoy the experience as they are asked to do nothing more than express themselves.
Media Incorporation
During the sessions, we have the ability to display stimuli such as product images, video and websites. Sessions can also include audio and are customizable to your needs, offering you the opportunity to show the respondent exactly what you want.
