Mid-Interview Moderated Chats
This is a great way to blend rich qualitative insight into an otherwise “ordinary” online quantitative study. Go beyond traditional open ended questions and really drill down to understand the “why behind the what”.
How does it work?
- Respondents begin by taking on online quantitative survey as they normally would
- At a pre-determined point in the survey, the session platform, hosted by our partner iModerate, appears on the respondent’s screen. There are no downloads or pop ups or additional websites utilized, as the session occurs right within the survey page
- Respondents are connected to a live, professional moderator using an interface similar to instant messenger programs
- Embedded in the moderator’s screen is a “user snapshot” which is an information box composed of data from the participant’s survey answers. The snapshot gives the moderator demographic, behavioral, and / or attitudinal data about the respondent and help the moderator lead a focused, personalized discussion. The data passed to the moderator is customized
- The 10–12 minute interview commences during which the moderator probes deeply on key points to uncover beneath-the-surface thoughts and ideas
- Upon completion of the interview, the respondent is directed back to the quantitative survey to answer any remaining questions.
Using iModerate’s technology, RTi can now provide an unprecedented opportunity to harvest consumer insights previously unattainable through standard online surveys. By surrounding the survey data with the voice of their customer, the findings generated from the iModerate sessions have proven to be instrumental in helping our clients get closer to their customers and make smarter, more informed business decisions.
Click here to see a demo of iModerate’s platform.