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Denver Business Journal – February 2006

Denver Business Journal – February 2006

iModWPAdmin

Feb 23, 2006

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Taking your word for it – Market research firm is turning online surveys into one-on-one chats

[excerpt] While Rossow’s career in market research has been successful, he saw room for improvement. “The data was flat,” he said. “Clients were demanding more insight into consumer behavior. They wanted to get to the customer’s true underlying emotions.” Rossow concluded the only way to find the shades of gray in quantitative surveys was by talking directly to consumers.

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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