Jan 23, 2007
[excerpt] The sessions add a layer of freedom to the survey process. Participants confirm that they enjoy and appreciate the opportunity to interact with a live moderator and answer questions candidly and without restraint. “Being interviewed was nice because it gave me a chance to clarify opinions that I had stated previously. It’s nice to have a chance to be heard.”
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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