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Geekwire article on movies featuring iModerate

Geekwire article on movies featuring iModerate

iModerate

Sep 30, 2014

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Our culture of ‘like’ means there’s no time left to hate 

This piece builds off of iModerate’s research on declining attendance at the movie theater; in particular, the finding that consumers view the lack of risk associated with streaming entertainment as a key motivator to stay home instead of spring for a ticket to a movie that they may not even enjoy. The author explains that we’re a “society shifting from ‘Let’s see how we like it’ to ‘We already know we will,'” and points to the fact that we’re constantly checking reviews to prevent experiencing uncertainty.

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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