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Greenbook Blog

Greenbook Blog

iModerate

Dec 06, 2013

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The impact of “other”

[excerpt] Because a growing percentage of the population identifies with more than one race, only allowing them to identify one aspect of their racial identity forces them to misrepresent themselves.

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Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition