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The TRC Blog

Tracking Studies

April 14th, 2026

How to Modernize Your Brand Tracking Study Without Losing Trend Data

Evolving Your Brand Tracker Without Losing the Plot: Guidelines for Seamless Transitions If your market has moved on but your tracker hasn’t, you’re not alone. The following outlines how to modernize your brand‑tracking program - whether switc...

Sarah Phillips | Senior Vice President

Pricing Research

March 18th, 2026

Monadic Split-Cell Pricing Research: A Simple Method for Price Sensitivity Testing

Pricing research is critical for companies evaluating price increases, new product launches, or revenue optimization. This article explains how monadic split-cell pricing research works, why it produces clean price sensitivity insights, and when it i...

Ted Benzing | Vice President, Sales

AI

March 10th, 2026

Collaborating with AI: A New Perspective on Problem Solving in Market Research

Problem Context At TRC, we are committed to exploring innovative approaches to market‑research challenges. This post offers a fresh perspective on leveraging Large Language Models (LLMs) like ChatGPT and Copilot—not just as answer engines, but a...

Grace Hall | Research Manager

Brand Equity Research

March 4th, 2026

Using Hospital Brand Value to Inform Pricing and Strategy

Hospitals and health systems are facing growing pressure to justify what they charge. Price transparency requirements have made healthcare prices publicly visible, increasing scrutiny from insurers and consumers. Recent reporting has questioned wh...

Jennifer Van de Meulebroecke | Executive Vice President, TRC

Market Segmentation

February 23rd, 2026

5 Useful Tips for Naming Market Segments

As anyone with experience with pets will tell you, no two are alike...

Michele Sims | Vice President, Research Management, TRC

AI

February 5th, 2026

Building Coach Bob's Playbook - Personas in Play

Rivalries make football memorable — and they reminded me why personas, whether in AI or research, are about perspective, not perfection. Rivalries & Passion There’s an old Woody Hayes quote — maybe apocryphal, but legendary all the same...

Kevin Dona | Executive Vice President, MBA

AI

February 2nd, 2026

Building Coach Bob’s Playbook — Delving into Personality, an Origin Story

Before Bob could have rivals, I had to look back at how he came to life in the first place — and what that taught me about building personalities. Before the Rivals… Back to the Beginning The last article ended with Coach Bob on the field, ca...

Kevin Dona | Executive Vice President, MBA

AI

January 26th, 2026

Building Coach Bob’s Playbook: How I Used Synthetic Data to Build a Real Team

Coach Bob’s draft class of synthetic players reminded me of something I see in research: when used responsibly, synthetic data doesn’t make things less real — it makes them more human. Why Rules Alone Can’t Create Realism By this point, Coa...

Kevin Dona | Executive Vice President, MBA

AI

January 21st, 2026

My Playbook for Coach Bob: How to Choose the Right AI Tool

When Bob needed to call plays, I learned that sometimes the best AI isn’t the flashiest — it’s the one that delivers consistent results. From Avatar to Coach In the first article, I shared how Bob began as a GenAI-driven avatar with personali...

Kevin Dona | Executive Vice President, MBA

AI

January 15th, 2026

Building Coach Bob's Playbook: How Market Research Lessons Emerged from My AI Avatar Endeavor

A personal AI avatar project took an unexpected turn into football — and ended up teaching me lessons I now use every day in research. From Bob to Coach Bob The Building Bob project began as a personal endeavor — part curiosity, part fun. He st...

Kevin Dona | Executive Vice President, MBA

About TRC

January 2nd, 2026

TRC Insights Proudly Earns HITRUST Certification Credentials for 2026/27

For immediate release January 2, 2026, Fort Washington, PA: Philadelphia-based market research firm, TRC Insights, has once again pursued the rigorous process of ensuring a HITRUST Certification for the next two years, proving they are equipped and ...

Lenka Kolar | Director of Marketing

Pricing Research

December 18th, 2025

Credit Card Surcharges Are Here to Stay

What We Found – Primary Research from 2025 Study 38% of consumers noticed a credit card surcharge on a purchase in the past 3 months. Males were more likely to notice the fee: 44% vs. 33% of females. Younger adults (25–34) were most aware: 49%...

Ted Benzing | Vice President, Sales

AI

October 20th, 2025

Grappling with Synthetic Data in Market Research

The Insights industry is finally having its Jurassic Park moment – and I’m loving it! As Ian Malcolm famously warned in the film: Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should. T...

Westley Ritz | Vice President, Analytics

AI

October 1st, 2025

AI Is a Paradigm Shift

At the ARF/MSI panel on synthetic data I was asked by Oded Netzer, (Professor of Marketing at Columbia Business School) where we will be in 5-10 years. My simple answer was that AI is a paradigm shift. What we are witnessing is the beginning. Some...

Rajan Sambandam | President

Pricing Research

September 15th, 2025

That New and Annoying 3% Credit Card Surcharge: Finding Answers with Pricing Research

Over the past few years, retailers have started adding a 2–4% “surcharge” to common purchases when the buyer uses a credit card to pay. I started noticing this 2–3 years ago at small shops, coffee spots, and local restaurants. Today, it’s b...

Ted Benzing | Vice President, Sales

Market Segmentation

August 25th, 2025

Beyond Age and Income: How Needs-Based Segmentation Uncovers True Consumer Motivation

Introduction In the rapidly evolving world of marketing, understanding consumer behavior is pivotal to success. As businesses strive to cater to diverse consumer needs, segmentation becomes essential. Let’s explore the concept of needs-based segme...

Lauren Bolle | Account Manager

General Research

July 30th, 2025

Best Practices for Online Community Research in 2025

Online panels and communities have become a cornerstone of research, offering a continuous stream of rich insights in real time. While they require thoughtful planning and upfront investment, they can deliver valuable benefits that include agile insi...

Dana Mathiot | Sr. Research Community Manager

Satisfaction and Loyalty

July 23rd, 2025

Constant Sum Allocation Deserves a Closer Look

Constant Sum Allocation Can Provide More Insight into Customer Preferences In March 2025 , TRC partnered with The Center for Customer-Based Execution and Strategy (C-CUBES) at Rice University to field a study designed to understand the value drivers...

Christy Albrecht | Research Manager

AI

July 7th, 2025

Keeping It Clean: Fighting Fraud in Online Survey Research

Introduction Since the early days of online surveys in the late 1990s, data quality has been under constant attack. It’s a never-ending game of cat and mouse between fraudsters (or bots) trying to game the system and research companies trying to s...

Ted Benzing | Vice President, Sales

Communities

June 25th, 2025

The Power of Engagement in Online Research Communities: Unlocking Deeper Insights

In the early 2000s, a transformative market research technique emerged that has since revolutionized how companies gather feedback: online communities. These digital forums have evolved to provide more immersive and often more economical ways of coll...

Rick Quinlan | Vice President

General Research

June 13th, 2025

Planning for Disney and Client Experience

My family is going to Disney for the first time in June. Shh! My kids don’t know yet. The thought of planning a trip was overwhelming. I’ve never been there, and hearing others talk of their Disney trips I know it requires a lot of preparation. T...

Amy McCarthy | Vice President, Healthcare

Data Science

June 9th, 2025

Un-silo Your Data Science and Insights Departments

Silos: Barriers to Collaboration Silos. Good for farms, bad for companies. When disciplines or departments stay siloed, the organization as a whole may suffer from lack of collaboration, ideation, and growth. In particular, think about a company’s...

Sarah Phillips, Westley Ritz

Conjoint Analysis

May 27th, 2025

Innovation with Old Math

Innovation must be shiny, fancy, and new. Ha, says who? Because I beg to differ. Remember that scene from the movie Hidden Figures (Spoiler alert! But c’mon, it is an 8-year old movie) when Katherine Johnson (played by Taraji P. Henson) discover...

Westley Ritz | Vice President, Analytics

Pricing Research

May 15th, 2025

In Pricing Research, Range Matters More Than Exactness

Price Is (Still) King — But Context Is Crucial I’m not going to say to ignore price lest my market researcher card be revoked. Price is clearly a core driver of consumer choice. It consistently ranks at the top in importance across 1000s of conj...

Westley Ritz | Vice President, Analytics

Brand Equity Research

May 6th, 2025

Shrinkflation vs. Premiumization: Strategic Pricing in Today's Market

Introduction: Why Are Products Changing? If you’ve recently noticed your favorite snack bag seems lighter, or your go-to shampoo now comes in a smaller bottle but with flashier branding and a higher price, you’re not imagining things. These are ...

Ted Benzing | Vice President, Sales

Pricing Research

April 24th, 2025

Integrating MaxDiff Analysis into Pricing Research

A New Twist on MaxDiff  Changes the Way We Think about Pricing In the realm of marketing research, identifying effective pricing strategies is a critical piece of consumer insights. Business leaders need to answer essential pricing questions: What ...

Ted Benzing, Cory Boyko

Pricing Research

April 16th, 2025

Pricing Research Pitfalls: What to Do When You Don't Know What Prices to Test

If you've been in the pricing research business for a while, you've probably heard this concern: "How do I set prices if I don't know what prices to test?" It's a legitimate question. Picture this: you're starting a conjoint study and ask stakeholder...

Michele Sims | Vice President, Research Management, TRC

Brand Equity Research

April 7th, 2025

On Measuring Brand Value: Why Choosing the Right Loyalty Metric Matters

KPIs (Key Performance Indicators) are useful for tracking how a brand or its products are perceived over time and against competitors. Companies may do their own research to track these metrics or utilize the benchmarking services of outside organiza...

Westley Ritz | Vice President, Analytics

Energy

March 28th, 2025

The Future of Utilities, by Market Research Experts

At TRC, we provide custom insights for all types of companies needing guidance. From those that create leashes for dogs to those that have developed software to facilitate genomic sequencing. There are industries TRC has a preponderance of knowledge ...

Rick Quinlan | Vice President

Healthcare

March 24th, 2025

Importance of Health Insurance - Evidence from Yale

Health, of course, is of paramount importance. But in today’s economic context health insurance seems nearly as important. Can the importance of health insurance be statistically demonstrated? We’ll present three examples from Yale researchers th...

Jennifer Van de Meulebroecke, Rajan Sambandam

General Research

March 18th, 2025

8 Things to Consider When Hiring a Market Research Company

So, you’ve decided you need marketing research—but with so many companies out there, how do you choose the right one? Instead of guessing, let’s start with a few key questions. Your answers will help you narrow down the options and find the res...

Michele Sims | Vice President, Research Management, TRC

Brand Equity Research

March 4th, 2025

What Is Shrinkflation? Navigating Consumer Perception and Brand Equity Health

Discover the impact of shrinkflation on consumer perception and brand trust. Learn how businesses navigate rising costs while maintaining profitability, and explore strategies to balance transparency and customer loyalty. TRC Insights provides expert...

Ted Benzing | Vice President, Sales

Pricing Research

February 24th, 2025

Measuring Price Sensitivity to Unlock Profitability

Unlock profitability with Price Sensitivity Analysis. Learn how businesses optimize pricing strategies using data-driven techniques like Van Westendorp, Conjoint Analysis, and Gabor-Granger. Discover how TRC Insights helps brands navigate inflation, ...

Ted Benzing | Vice President, Sales

Feature Prioritization

February 11th, 2025

Touchdown Tactics: Feature Prioritization Techniques for Market Research Excellence

Are you a sports fan? Super Bowl 2025. Kansas City Chiefs going for the 3-peat. Favored to beat the Philadelphia Eagles. And that’s because all the statistics showed the Chiefs were superior in so many ways so they should win. Right? Of 10 crit...

Rick Quinlan | Vice President

General Research

May 9th, 2024

My Recap of Analytics & Insights Summit

Inspiring. Insightful. Challenging. Thought-provoking. Daunting. Encouraging. These are just some of the words I’ve heard spoken by others to encapsulate the experience of attending this year’s Analytics & Insights Summit hosted by Sawtooth ...

Westley Ritz | Vice President, Analytics

Market Segmentation

April 26th, 2024

Should You Update Your Market Segmentation Now or Later?

While those steps are all critical to a strong, long-term segmentation solution, a faster, leaner version is the best bet now.

Michele Sims | Vice President, Research Management, TRC

General Research

April 19th, 2024

Driving, Chess, and Market Research

What do driving, chess, and market research all have in common? No, this isn’t the beginning of a silly joke (though if you come up with a punchline, I’d love to hear it). The answer is anticipation; in order to excel in all three, anticipation i...

Westley Ritz | Vice President, Analytics

About TRC

March 3rd, 2024

Passing the Torch

When I was 24 years old, I became one of the founders of a new market research company. At that time, I’d only been in research for four years. Young, naïve, and with little to lose, I enthusiastically jumped in. It never occurred to me that I’d...

Rich Raquet | Chairman

About TRC

December 6th, 2023

Our President, Rich Raquet Looks Back and Looks Forward

From a personal and professional perspective, this was a great year! We added new clients and new projects After the challenges of the pandemic, and recovery from it, 2023 felt for me to be a much more normal year. TRC realized its greatest growth ...

Rich Raquet | Chairman

B2B Research

June 26th, 2023

4 Times We’d Choose Qualitative over Segmentation Research for B2B Clients

If you’re in market research and you’re working the business-to-business category, you’ll likely be asked to help with market expansion—finding new customers and identifying opportunities for profitability. The most obvious market research so...

Charlie Humenn | Vice President

Artificial Intelligence

June 1st, 2023

AI in Market Research: Why We're All Grieving

Have you heard anything about AI recently? If you have not, feel free to skip this article and return your head to the sand. Personally, I’ve read a ton of fresh articles about the arrival of AI, how it's poised to change the world, and not just...

Rich Raquet | Chairman

Pricing Research

May 23rd, 2023

Pricing Research and Practicalities

As market researchers we have an array of tools available to help companies get market input on pricing their products and services. Rajan Sambandam lays out a number of options based on elicitation method and where you are in the development cycle. ...

Michele Sims | Vice President, Research Management, TRC

Pricing Research

May 4th, 2023

Pricing Research Requisites

I’ve been thinking about pricing research lately and how far it's come from the days of simply asking people what they'd pay for something. From Gabor-Granger laddering to Van Westendorp’s Price Sensitivity Meter to Discrete Choice Conjoint model...

Michele Sims | Vice President, Research Management, TRC

Pricing Research

May 3rd, 2023

Price Laddering: An Effective Research Approach for Pricing Strategy

In research, the gold standard method for testing price points is through monadic design. But that method requires a large number of participants, and sometimes we don’t have that luxury. (See Rajan Sambandam's White Paper - Monadic Price Testing v...

Michele Sims | Vice President, Research Management, TRC

Fintech Industry

April 23rd, 2023

Wise Up: How One Fintech Startup Is Taking on the Big Banks in International Money Transfers

Does anyone love international money transfers? Allow me to explain based on my own experience and using better informed sources (such as James Revell – see End Notes). Given that more than half of non-governmental international money transfers...

Rajan Sambandam | President

Fintech Industry

March 30th, 2023

ABC of Digital Payments

Imagine this scenario: There are three countries, say A, B, C, that have their own versions of road systems. In Country A, roads are completely owned by private entities. They are aplenty and of varying quality – but road switching generates a tr...

Rajan Sambandam | President

Green Marketing

October 10th, 2022

Examples of Great Green Marketing

Here are 4 examples of green marketing for companies that helped make a difference in their industries.

Lenka Kolar | Director of Marketing

Green Marketing

August 21st, 2022

Handling Climate Change Deniers in Green Marketing Research

For years our clients in the energy sector have been innovating ways to make energy production and distribution more sustainable and encouraging their customers to engage in green practices when it comes to making choices about the ways they consume ...

Michele Sims | Vice President, Research Management, TRC

Fintech Industry

July 21st, 2022

TRC for PayPal: Case Study Featured in Harvard Business Review

Recently, Harvard Business Review featured an article about TRC Insights study conducted for PayPal. We are proud to share how the study results influenced PayPal's global expansion strategy for their "Buy Now Pay Later" (BNPL) product.

Kevin Dona | Executive Vice President, MBA

About TRC

June 20th, 2022

TRC and Spruce Haven Farm Presenting a Case Study of Sustainability

We are proud to announce that TRC's own Elliot Savitzky, SVP, along with our client Hannah Robbins, CMO at SPRUCE HAVEN FARM presented at the MRMW Merlien market research conference in Atlanta, June 15th. They also presented the case study at the Qui...

Rich Raquet | Chairman

Fintech Industry

June 10th, 2022

Quantitative Fintech Surveys: Why I Miss the Market Research Interviewer

Learn more about creating optimal Fintech market research surveys with our online survey tips like adding definitions and pre-tests.

Melissa Hoffman | VP/Account Manager

Qualitative Research

September 28th, 2021

More than One Right Answer?

As you may be aware, academia is currently wresting with a “replication crisis” — a paper is published with stunning findings, gets lots of attention, and then when other academics try to duplicate the results they get a very different answer. ...

Rich Raquet | Chairman

General Research

August 24th, 2021

It's Official, TRC Is Great Place to Work-Certified!

I’ve always been proud of the team we have at TRC, and I love that I get to work with such talented, thoughtful, driven people. I’m proud that we’ve been chosen consistently for the GRIT list of innovative research firms, our HITRUST Certificat...

Rich Raquet | Chairman

General Research

May 5th, 2021

FinTech and the Buggy Whip

I read an article in the NY Times about the fable of the buggy whip manufacturer. We were all taught in business school that buggy whip companies were wiped out by the auto industry. Had they only seen themselves as part of the transportation industr...

Rich Raquet | Chairman

Market Segmentation

April 15th, 2021

Leveraging Market Segmentation to Turn Lemons into Lemonade

A bit of history The first insurance company founded in the US was called The Friendly Society, in Charleston, SC, back in 1735. Today, there are 32 insurance companies in the Fortune 500 alone, none of which has a higher market share than 22% [1] f...

Elliot Savitzky | Senior Vice President

Brand Equity Research

November 21st, 2020

5 Keys to Successful Awareness Market Research Studies

We at TRC conduct a lot of choice-based research, with the goal of aligning our studies with real-world decision-making...

Michele Sims | Vice President, Research Management, TRC

New Product Research

November 21st, 2020

4 Great Sources for Using Conjoint in New Product Research

So much has been written about conducting research for new product development. Not surprisingly...

Lenka Kolar | Director of Marketing

Brand Equity Research

October 26th, 2020

Brand Equity and Crisis Management

We are living in very volatile times full of huge concerns about our health, the economy, social justice, a coming election.

Rich Raquet | Chairman

Pricing Research

October 20th, 2020

3 Common Mistakes When Conducting New Product and Pricing Research

Discrete Choice Conjoint is a powerful tool for, among other things, conducting pricing and product development research.

Rich Raquet | Chairman

New Product Research

October 20th, 2020

Product Development Research to Find Out What Is Useless?

I read an interesting article about design elements that no longer serve a purpose, but continue to exist.

Rich Raquet | Chairman

Brand Equity Research

October 11th, 2020

Keep Off-Brand Option in Mind when Measuring Brand Equity with Conjoint

I grew up in a family that always seemed to be on the hunt for a good sale.

Emily Wolf | Project Director

Feature Prioritization

July 27th, 2020

Max-Diff for Feature Prioritization: Is the Output Telling the Whole Story?

We love Max-Diff! It is the industry gold standard for feature prioritization, and with good reason.

Westley Ritz | Vice President, Analytics

Feature Prioritization

May 5th, 2020

Agile Market Research and Conjoint for Ideal Product Design...Even for Jigsaw Puzzles!

Folks isolating at home during the COVID-19 pandemic...

Michele Sims | Vice President, Research Management, TRC

General Research

March 13th, 2020

Image Technology in Qualitative and Quantitative Research: Get the Picture?

In market research, a single image may communicate far more than a single word.

Cindy Reisner | Senior Moderator

Feature Prioritization

March 3rd, 2020

Surprising 'Features' in Product Feature Prioritization

Many of our clients ask for our help with feature prioritization as part of the product development cycle. This typically involves using...

Michele Sims | Vice President, Research Management, TRC

General Research

February 11th, 2019

TURF Analysis Can Help Grow and Expand Any Business: A Lesson from the Girl Scouts

Every winter one of my co-workers at TRC reminds us that Girl Scout Cookie Season is upon us. GSCS (my abbreviation) is a time to call attention to, celebrate and support the agency dedicated to building “girls of courage, confidence, and characte...

Michele Sims | Vice President, Research Management, TRC

New Product Research

November 21st, 2018

Conjoint Analysis or Configurator in New Product Research?

Why choose one technique over the other? There are many reasons, but here are a few...

Michele Sims | Vice President, Research Management, TRC

General Research

August 29th, 2018

Don't Forget the Basics of Correlation vs. Causation

Last week I was watching the CBS morning news and they had a story about a new study that indicated that your attitude toward gym class as a child shaped your attitude toward exercise your entire life. After watching the story I am convinced that i...

Rich Raquet | Chairman

General Research

May 9th, 2018

The Presence of NOUNS vs. VERBS in Market Research and the Potential for Bias

I’ve written many times about the importance of “knowing where your data has been”. The most advanced discrete choice conjoint, segmentation or regression is only as good as the data it relies on.

Rich Raquet | Chairman

Green Marketing

September 5th, 2017

Why Trade-offs Are Key for Green Marketing

Do people buy green products? Yes, of course. The real question for green marketers is whether they buy enough. In other words, are green sales in line with pro-green attitudes?

Rajan Sambandam | President

Conjoint Analysis

June 21st, 2017

When Not to Use Conjoint Analysis in New Product Development

At the beginning of my research career I grew accustomed to clients asking us for proposals using a methodology that they had pre-selected...

Michele Sims | Vice President, Research Management, TRC

General Research

May 9th, 2017

How to Strengthen the Ideation Process and Improve Brainstorming: A Webinar

In today’s fast paced, high stakes business environment, where budgets are tighter than ever, finding the time and dedicating the resources needed for generating breakthrough product ideas can be very challenging. Many companies we’ve worked with...

Kevin Dona | Executive Vice President, MBA

Conjoint Analysis

June 21st, 2016

Is 5 Minutes Late or Not? It Depends. Our Market Research Helps Explain.

My friend and I don’t share the same definition of what it means to be on-time. I don’t necessarily subscribe to the “early is on-time, on-time is late, late is unacceptable” theory, but I do try to arrive at or before an agreed upon time. Sh...

Michele Sims | Vice President, Research Management, TRC

Feature Prioritization

March 28th, 2016

Using Market Research to Help Break Through Catalog Clutter

If you open your mailbox today, chances are that there will be a catalog in it. Even with the explosion in online purchasing, paper catalogs continue to be an important part of the retail marketing mix. Whether they spur traditional mail- or telephon...

Cindy Reisner | Senior Moderator

General Research

September 28th, 2015

6 Tips for Conducting Market Research Surveys in Smartphone Apps

About a decade ago, if someone would have mentioned the words "mobile app", anyone would have looked at them with a very puzzled expression. Nowadays, we hear about these apps everywhere. There are commercials for them on television, ads in magazines...

Meghan Staudt | Project Director

New Product Research

July 21st, 2015

How Much "Reality" Is Needed in Your Conjoint Design for New Product Research?

When working with clients on parameters for a conjoint design, there is often an assumption that the design includes a current product configuration, or base case.

George  Hausser | Senior Analyst

Conjoint Analysis

July 9th, 2015

Using Conjoint Analysis to Determine Importance of Standard House Stats

During my recent first time home buying experience I learned there are many, often competing, factors to consider. My last blog discussed how I used Bracket™, a tournament-based analytic approach, to determine what homebuyers find most important wh...

Amy McCarthy | Vice President, Healthcare

Feature Prioritization

June 17th, 2015

What You Consider Important When Buying a Home: Measuring Priorities in Market Research

The weather is starting to warm up and more of us are venturing outside, myself included.

Amy McCarthy | Vice President, Healthcare

General Research

April 21st, 2015

3 Tips for Knowing if a Market Research Poll Is Legitimate

A recent post on my Facebook timeline boasted that Lansdale Farmers Market was voted the Best of Montgomery County, PA two years in a row. That’s the market I patronize, and I’d like to feel a bit of pride for it. But I’m a researcher and I kno...

Michele Sims | Vice President, Research Management, TRC

General Research

July 29th, 2014

3 Rules to Keep Market Research Representative (Or Not)

Some months ago, Lily Allen mistakenly received an email containing harsh test group feedback regarding her new album. Select audience members believed the singer to be retired and threw in some comments that I won’t quote. If you are curious, the ...

Ellen Edelmann | Account Manager

General Research

July 14th, 2014

Free Give-Aways as a Marketing Tactic, Can Market Research Help?

Rita’s Italian Ice is a Pennsylvania-based company that sells its icy treats through franchise locations on the East Coast and several states in the Midwest and West. Every year on the first day of spring, Rita’s gives away full-size Italian ...

Michele Sims | Vice President, Research Management, TRC

Conjoint Analysis

April 28th, 2014

How Apple, Samsung and Conjoint Came Together

Apple is suing Samsung for alleged patent infringements that relate to features of the iphone and ipad. The damages claimed by Apple? North of 2 billion dollars. The obvious question is how Apple came up with those numbers?

Rajan Sambandam | President

General Research

March 15th, 2013

Is Market Research Worth Doing If It Confirms What You Already Knew?

I read an article about the discovery of the Higgs boson at CERN. This is the so called "God Particle" which explains why matter has mass. While the science generally is beyond me, I was intrigued by something one of the physicists said: Scientists ...

Rich Raquet | Chairman

Market Segmentation

May 4th, 2012

Segmenting Movie Goers

A Segmentation Research Example A few months ago I posted that we researched 18 factors in deciding which movie to see and where to see it. We reported that “It’s in 3D” was at the bottom of the list, and concluded that 3-D was unlikely to sav...

Michele Sims | Vice President, Research Management, TRC

General Research

March 5th, 2012

Lessons from Thinking, Fast & Slow - System 1 and System 2

The Nobel Prize winner and the intellectual godfather of behavioral economics, Daniel Kahneman, has summarized a lifetime of research in his book Thinking, Fast & Slow.

Rajan Sambandam | President

General Research

November 2nd, 2010

Why Marketing (Research) Is Important

Yes, I admit it. This is a self-serving post. But when compelling research crosses one’s eyes, one is forced to write a blog post. In this case the compelling research comes from Natalie Mizik under the intriguing title of “The Theory and Practic...

Rajan Sambandam | President

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