Mar 08, 2012
[excerpt] A new study from Coca-Cola Retailing Research Council of North America and The Integer Group defines four types of social media “personas” and key insights about how they engage with brands and shop.
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
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