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.
By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.
, Market Research Manager, Penske