Quirks – October 2009

Quirks – October 2009


Oct 23, 2009

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Transform your tracking studies: Take them off auto pilot to increase their impact and ROI

[excerpt] Tracking studies should merge with other forms of research to provide greater depth. For example, intercepting respondents in the middle or at the conclusion of a study for an interactive chat session (such as through iModerate, which I have used) can provide more depth on targeted subgroups of interest.

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Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition