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Quirks.com – June 2010

Quirks.com – June 2010

iModWPAdmin

Jun 23, 2010

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Defining and Evaluating the Benefits of Hybrid Research

[excerpt] Given the growth and apparent staying power of hybrid research (also commonly referred to as mixed-mode or fused research), Denver research company iModerate wanted to give the research community some clarity around this term. Numerous studies have revealed a wide range of definitions, applications and benefits, but still the industry lacks a consistent or mutually agreed upon definition.

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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.

Angela Knittle, Market Research Manager, Penske