IMS Research interview questions

Received a questionnaire with very simply questions. Next, was called in for an interview. Started out like any other standard interview - manager seemed really nice and knowledgable. Was then asked to provide a sample of my writing style by writing on two topics for 30 minutes. Next, came the weird part!... Told that we were going to role play. Was given the task to forecast the sales for an industry by interviewing a market expert (really a VP playing the part); then, working in Excel to build the forecast using whatever information I thought about asking during that 5 minutes of prep; and last, presenting my findings to a small group. The entire interview process took 3.5 hours, was extremely nerve raking, but definitely lets you know what working there would be like.