TRC is proud to announce that it was voted as one of the top 50 innovative firms on the market research supplier side. We’re big believers in trying to advance the business of research and we’re excited to see that the GRIT study recognized that.
Our philosophy is to engage respondents using a combination of advanced techniques and better interfaces. Asking respondents what they want or why without context leads to results that overstate real preferences (consumers, after all, want “everything”) and often miss what is driving those decisions (Behavioral Economics tells us that we often don’t know why we buy what we buy).
Through the use of off-the-shelf tools like Max-Diff or the entire family of conjoint methods, we can better engage respondents AND gather much more actionable data. Through these tools and some of our own innovations like Bracket™ we can efficiently understand real preference and use analytics to tell us what is driving them.
Our ongoing long-terms partnerships with top academics at universities throughout the country also help us stay innovative. By collaborating with them we are able to drive new innovations that better unlock what drives consumers.
The GRIT study tracks which supplier firms are perceived as most innovative within the global market research industry. It’s a brand tracker using the attribute of ‘innovation’ as the key metric. The answers are gathered on an unaided basis. The survey asks to list top 3 research companies respondents consider innovative, then asks to rank the companies from least to most innovative and finally asks for explanation why they think they are innovative. Given the unaided nature of the study, it is quite an achievement for a firm like TRC to make the same list as firms hundreds of times our size.
Again, we’re excited to be recognized and hope you’ll be able to experience the innovative benefits we offer for yourself.
Rich brings a passion for quantitative data and the use of choice to understand consumer behavior to his blog entries. His unique perspective has allowed him to muse on subjects as far afield as Dinosaurs and advanced technology with insight into what each can teach us about doing better research.