iModerate Makes Haste with Quick Qual Offering

Online qual firm iModerate has introduced a new tool, Optimum!nsight, promising immediate, real-time qual consumer feedback on 'opinion evoking stimuli', using short sessions which it says do not need to be integrated into a fully-fledged survey.

The firm says the system, which uses its IM-based chat platform, should work well for the development phase of new ads, products and concepts. It joins the Research>iMpact line of products which is based on online, one-on-one, professionally moderated interview sessions which are integrated into an online survey: the new option, however, removes the need for integration, tying the qual responses only to a small number of quant classification and background questions.

iModerate's Adam Rossow explains: 'Respondents enter Optimum!nsight via the site's homepage and log into their specific study; answer a few preliminary quant questions to establish key metrics; view the selected media in a secure, high-quality format and answer a few post-questions to measure stimuli impact. They then enter the interview session and a live, professional moderator immediately engages them in a 13-17 minute in-depth interview.'

Carl Rossow, iModerate's founder, says the new release 'completes the qualitative feedback picture.'

iModerate was established in late 2004 and is based in Denver, Colorado, USA. Its web site is at www.imoderate.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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