The key differentiator of the imprint tool is its interface. The online imprint research facility is fully graphical. Participants are represented by animated, human-looking characters (which they choose themselves), and have the ability to express emotions, such as surprise, confusion, or laughter. Moderators can engage participants with questions, as well as demonstrate a variety of exhibit types. Clients can watch the group as it unfolds and have access to the moderator as well as other clients. imprint also features real-time reports and transcripts, secure login areas, email invitations, reminders and confirmations, and customized help areas.