Decipher now offers iModerate’s proprietary, qualitative conversations through the Beacon software platform. These “online one-on-one conversations” allow professional moderators to carry out a real-time, text-based conversation with respondents during a Decipher survey. This hybrid-research solution provides a unique opportunity to develop a deeper relationship with target consumers, ask probing questions and garner more detailed, authentic insights.
How it works.
At a pre-determined point in the quantitative survey experience, a select number of respondents will engage in a dynamic, real-time conversation with a professional moderator. Embedded right within the survey, the experience is seamless for the respondent and easy for the researcher to integrate. Based on the project objectives and answers the respondent provided in the survey, the moderator leads a focused, personalized discussion that adds a story to the statistics. Upon completion of the conversation, respondents are thanked and sent back into the survey to answer any remaining questions. Final deliverables include transcripts for all the conversations plus a report with analysis.
These quality, personal online conversations elicit responses that are spontaneous, candid, deeper and, oftentimes, surprising. Whatever research you may be doing, this hybrid method helps you go beyond open-ends, add color and clarity to your data and obtain meaningful feedback that emboldens your decision-making. Thanks to Decipher’s partnership with iModerate, adding this powerful qualitative aspect to your survey is simple and straightforward.
A cognitive approach.
The integration of iModerate’s text-based, online conversations into Decipher’s toolbox and the Beacon platform will help researchers delve into what consumers think and why. With iModerate’s proprietary approach, ThoughtPath™, moderators draw on three important cognitive paths (Perception, Experience, and Identity) that allow them to ask the right questions in the right sequence based on the cognitive steps each individual takes. By utilizing this framework for conducting the online, one-on-one conversations, moderators can quickly assimilate and analyze the conversations to provide you with a rich, relevant and actionable research story that elucidates your survey data.