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Itracks Adds Socrates to Line-Up
Canadian MR data collection firm Itracks has launched a new tool, known as Socrates, to provide moderators with the ability to probe deeper for insights while interviewing online.
Socrates has been developed in partnership with linguistic research and technology firm Quester and has been designed to allow investigation of open-ended questions, or carry on a full conversational exploratory interview lasting 15 minutes or longer.
'The ability to conduct hundreds of interviews simultaneously with automated in-depth probing capabilities could prove to be a huge asset for many researchers,' say Jim Longo, Itracks' VP, Client Development, who joined from Harris Interactive a year ago (www.mrweb.com/drno/news6301.htm ).
He added that the tool will also assist with time sensitive projects where many repetitious one-on-one interviews need to be completed.
Founded in 1996, Itracks employs 100 staff across North America and offers online focus group facilities and customised online surveys. Quester was established more than 25 years ago and provides indepth interviewing, information processing and linguistic analysis aided by its Aristotle text processing software. Earlier this month, US data collection firm Schlesinger Associates partnered with Itracks to enable it to offer clients online focus groups and bulletin board discussions (www.mrweb.com/drno/news7781.htm ).
Web sites: www.itracks.com and www.quester.com.
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