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Inside View – September 2007

Inside View – September 2007

iModWPAdmin

Sep 23, 2007

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Hybrid: What Does it Mean to Market Research

[excerpt] The sessions occur in an “instant messesnger” type environment, and help clients complete the research story by adding qualitative insight to quantitative data. iModerate, and online research technology firm, created this innovative qualitative add-on.

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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