Survey Magazine – November 2010

Survey Magazine – November 2010


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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iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.

Marc Porter Magee, Partnership for Public Service