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L.A. Times – March 2013

L.A. Times – March 2013

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Mar 05, 2013

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Kevin James TV ad turns off twice as many voters as it wins over.

[excerpt] The James ad turned off even some voters who would seem to be likely supporters, according to follow-up interviews conducted online by iModerate, a market research company.

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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