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Penske goes hybrid (market research)

Penske goes hybrid (market research)

iModerate

Jul 27, 2016

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On our recent webinar, How Hybrid Research Drives Penske Forward, we teamed up with Qualtrics and Penske, the 6-billion-dollar global transportation provider, to educate viewers on the applications and benefits of hybrid market research. Through the lens of a case study about rental partnerships and perceptions surrounding corporate affiliations, we provided an in-depth look at how the hybrid market research partnership between iModerate and Qualtrics allowed Penske to seamlessly blend qualitative and quantitative so they could understand how their customers view partnerships, find the gaps that exist in those relationships, and come away with a framework for how to measure and compare partners.

Please take a few minutes to check it out.

Penske Video

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