Oct 23, 2007
[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.
iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.
, Partnership for Public Service
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