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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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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