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Itracks Introduces New Concept Testing Tool
Canadian MR data collection firm Itracks has launched iMarkIt, a tool that enables survey participants to mark up video, web sites, images and text; allowing researchers to show their clients key findings containing visuals created by the respondents themselves.
The firm says that its new tool is perfect for concept and advertising testing, web site feedback, copy testing and logo development.
'Market researchers have been looking for more collaborative tools to enrich the respondent experience while delivering more value to the client,' says Jim Longo, Itracks VP Client Development.
iMarkIt integrates with the firm's online focus group and bulletin board facilities, as well as with its online surveys. Stimuli are displayed and respondents can drag and drop elements and text boxes on top of the image. They can also demonstrate their preferences by adding smiley or frowning face icons, or by using arrows to point to specific areas of interest. Throughout the process, respondents have the facility to add text to explain their rationale.
Earlier in the month, MR outsourcing and panel firm Pulse Group formed an alliance with Itracks in Asia to provide online bulletin boards and focus groups in a range of languages (www.mrweb.com/drno/news7160.htm ).
Established by husband and wife team Dan and Garnette Weber in 1996, Itracks works alongside the top 50 market research companies in the US and employs 100 staff across North America. Its web site is at www.itracks.com.
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