Jan 23, 2009
[excerpt] Long known for crunching numbers and being statistical gatekeepers of the marketing industry, market researchers need to shift their focus toward listening and developing ideas better on the front end and away from “feeding the metrics monster,” Kim Dedeker, market research VP for Procter & Gamble co., told an Advertising Research Foundation forum on the industry’s future.
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.
, VP, C&R Research
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