Chat Moderators

THE MD OF AN INFORMATION PROVIDER to the aircraft industry had a desire to extend the business into the marine industry. The suspicion, indeed hope, was that existing information sources were fragmented and uninspiring. Might there be a strong appetite for something better? And what would better look like? One-on-one interviews were the perfect market research tool for the task at hand, and Chat Moderators, being expert and experienced at wielding it, won the brief. Senior executives in three distinct marine sectors (supply, design, and build) were identified for sampling, and as theyd never have returned a questionnaire, nor attended a focus group, more than 80 interviews were conducted face-to-face or over the telephone. Each interview (from targeting and recruitment through to conversation and analysis) took around 190-minutes and cost close to 250 - which represented a very small fraction of the budgeted pre-launch and first year costs of the proposed initiative. The M...