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Quirks – May 2011

Quirks – May 2011

iModWPAdmin

May 23, 2011

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A Clearer Picture: Showtime Uses Hybrid Approach to Take the Pulse of Nurse Jackie Viewers

[excerpt] For insights into how viewers prefer to watch its hit series Nurse Jackie, the Showtime network used both quantitative and qualitative methods, drawing on an online survey and web-based chats…

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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