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Survey Magazine – November 2010

Survey Magazine – November 2010

iModWPAdmin

Nov 23, 2010

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Unlocking Candor in Online Qualitative Research:The Power of the Online One-On-One

[excerpt] Because online one-on-one interviews combine the intimacy of a one-on-one setting with the virtual separation of the Internet, they remove the social and group pressures that can hamper candor, resulting in extraordinarily open discussion on even the most sensitive topics.

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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