CellReporter platform, for quantitative screening that produces qualified data for multiple-well, live cell assays, uses white light and multiplexed fluorescence. Multiple parameters are assessed in parallel, delivering immediate analysis and normalization of data. Easy to interpret features that validate assay read outs are built-in, ensuring that a compound hit list is available minutes following assay completion. Only biologically relevant data feeds into subsequent data processing packages. Campaign-driven software, imaging instrumentation and assay reagents are included for applications such as cell viability and morphology, cell proliferation, and apoptosis.