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GreenBook interviews Jen Drolet about future of qualitative research

GreenBook interviews Jen Drolet about future of qualitative research

iModerate

Oct 01, 2014

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Qual at Quant Scale: The iModerate Vision for the Future of Consumer Research

Jen Drolet, Managing Partner of iModerate, catches up with Lenny Murphy of GreenBook to discuss the field of qualitative research, from its infancy stages to the diverse landscape that exists today. Looking forward, Jen discusses iModerate’s commitment to innovation.

 

The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research