Aug 09, 2012
[excerpt] A qualitative study conducted by Denver, Colo.-based iModerate Research Technologies investigates consumers’ perceptions about two nutritious food groups: functional foods that contain natural health benefits such as antioxidants in blueberries, and fortified foods like pastas that contain calcium and vitamins.
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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