20|20 Unveils Respondent Intercept Tool

US market research technology firm 20|20 Research has launched a real-time interactive tool called Virtual Intercepts, allowing researchers to gain qualitative feedback from respondents as they participate in online quant surveys.

The new release builds on the firm's existing QualMeeting real-time webcam interviewing tool, and provides a means to intercept selected survey participants and move them to a live, one-on-one moderator-led qualitative interview. Quant respondents who opt in for the qual follow-up are moved to the '20|20 virtual lobby' where they are asked a few qualification questions. Once the moderator is free, the participant is moved into a private QualMeeting session for a live webcam interview conducted by the researcher.

Participants can also be invited directly from Facebook, other social media sites or simple e-mail lists. The firm says the tool could be used to follow up on customers who report in a quantitative survey that they are dissatisfied with a product or service, or it might be used to understand the views of a brand's Facebook followers.

CEO and founder Jim Bryson (pictured) comments: 'Moderators have always wanted a way to gain faster insights 'in the moment' without the lag time of complicated recruiting, the worry of logistics, or the high costs of both. This platform makes it easy for researchers to cost-effectively gain immediate insights in real time in almost any online environment.'

Web site: www.2020research.com .