Feb 23, 2009
[excerpt] We needed a company that could react very quickly to set up an online survey that was quantitative, but that also captured qualitative elements. We knew a lot about certain types of customer behavior, but not a lot about perception or intent.
By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.
, Market Research Manager, Penske
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