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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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iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.

Marc Porter Magee, Partnership for Public Service