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L.A. Times – March 2013

L.A. Times – March 2013

wickcreative

Mar 05, 2013

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Kevin James TV ad turns off twice as many voters as it wins over.

[excerpt] The James ad turned off even some voters who would seem to be likely supporters, according to follow-up interviews conducted online by iModerate, a market research company.

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Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition