Greenbook – March 2013

Greenbook – March 2013


Mar 05, 2013

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Achieving true engagement and consumer-centric marketing goes beyond just the sales and marketing departments.

[excerpt] Today’s consumer demands a little give and take – a two-way dialogue between them and the company. A traditional one-way sell just won’t work.

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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