Data or consumer context? Quantitative or qualitative? It’s a choice insights professionals are used to making, even as the benefits of hybrid research become clearer every day. Join us on Tuesday, July 26th for a free webinar to discuss the value of hybrid research. Angela Lancaster, Manager of Market Research at Penske, will discuss how hybrid research, powered by iModerate and Qualtrics, has helped her tackle tough business questions, keep stakeholders happy, and drive Penske forward.
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