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.
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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