Recent iModerate research on the value of a physical store presence for brands was featured in MediaPost. Check out the article to get an inside look at generational differences in what motivates consumers to visit a physical store and learn which stores each generation prefers.
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.
, VP, C&R Research