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Quirks.com – June 2010

Quirks.com – June 2010

iModWPAdmin

Jun 23, 2010

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Defining and Evaluating the Benefits of Hybrid Research

[excerpt] Given the growth and apparent staying power of hybrid research (also commonly referred to as mixed-mode or fused research), Denver research company iModerate wanted to give the research community some clarity around this term. Numerous studies have revealed a wide range of definitions, applications and benefits, but still the industry lacks a consistent or mutually agreed upon definition.

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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