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QRCA Views – May 2008

QRCA Views – May 2008

iModWPAdmin

May 23, 2008

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IM for Research: The Platform Behind Online One-On-Ones

[excerpt] The IM environment provides the type of straightforward dilogue that researchers clamor for, and much of it is the result of a respondent who is comfortable, stimulated and engaged.

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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