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Denver Business Journal – February 2006

Denver Business Journal – February 2006

iModWPAdmin

Feb 23, 2006

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Taking your word for it – Market research firm is turning online surveys into one-on-one chats

[excerpt] While Rossow’s career in market research has been successful, he saw room for improvement. “The data was flat,” he said. “Clients were demanding more insight into consumer behavior. They wanted to get to the customer’s true underlying emotions.” Rossow concluded the only way to find the shades of gray in quantitative surveys was by talking directly to consumers.

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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