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Cactus Call – February 2007

Cactus Call – February 2007

iModWPAdmin

Feb 23, 2007

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The New Communication Craze

[excerpt] The anecdotal form of communication found in these mediums is a direct representation of the consumer’s “true voice” – the public’s sentiments in their own words – and it is quickly becoming the most sought after form of feedback in regards to products, brands, advertising and messaging.

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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