We use our newsletters to share new research and new ideas with the research community. Issues include white papers on a variety of subjects, notes on recent TRC studies, highlights from our TRC blog, and announcements about upcoming TRC conferences and services. Check out past issues, or sign up to receive new ones.
TRC's Chief Research Officer, Rajan Sambandam, will contribute to the Yale CCI Blog, consult on academic-practitioner issues and generally help spread the word about the good work being done by YCCI Fellows.
Save the date & register! TRC's latest research seminar - Tuesday, October 5th in the Yale Club of New York City.
Research 2.0: Innovative Choice and Social Networks Methods. This one-day event will feature speakers from Columbia and Rice Universities, in addition to our very own Rajan Sambandam and Pankaj Kumar. The event will highlight new and interesting developments in choice techniques, text mining, and "Research 2.0". To learn more and register, click here.
Practitioners' Place
Determining feature importance: which method to choose? Understanding what consumers really want to see in new products and services is critical to our role as researchers, but not always such a straightforward task. Importance scales, "pick" data, pairwise, Max-Diff: each can provide value depending on the situation. In this TRC white paper, Identifying Feature Importance: A Comparison of Methods, we compare results from different techniques applied to a common set of features.
Toyota benefits from the "brand insulation effect."The June '10 cover story of Marketing Research highlights TRC's collaboration with faculty at Rice University to investigate the impact of Toyota's recent recall troubles on customer loyalty and satisfaction. Turns out things aren't so bad...in part because the company has a tradition of maintaining a highly satisfied and loyal customer base.
R2 (Our CEO, Rich Raquet, on Research)
Satisfaction surveys and compensation programs - what do consumers think? In an earlier R2, Rich discussed the potential pitfalls of pairing satisfaction surveys with employee compensation. In his latest post he revisits the issue - this time armed with consumer feedback to further the debate. Let us know what you think!
Insightology
No choices better than too many choices? Insightology shines a spotlight on "The Art of Choice", by Sheena Iyengar - a great new book for those who want to better understand consumer behavior and happiness. Plus...how what you don't know might hurt you (even if you don't know it).
