Denver Business Journal – February 2006

Denver Business Journal – February 2006


Feb 23, 2006

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Taking your word for it – Market research firm is turning online surveys into one-on-one chats

[excerpt] While Rossow’s career in market research has been successful, he saw room for improvement. “The data was flat,” he said. “Clients were demanding more insight into consumer behavior. They wanted to get to the customer’s true underlying emotions.” Rossow concluded the only way to find the shades of gray in quantitative surveys was by talking directly to consumers.

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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