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Consumer Insights. Market Innovation.
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Tapping into Academia - the epicenter for innovation.

The latest developments in market research are conceived, designed and studied at Universities all over the country. It can be a challenge adapting these innovations to real-world business assignments.

This is just one of the reasons TRC formed academic partnerships with the world's most respected thought leaders in the fields of marketing sciences and behavioral economics. Our goal is to bridge the divide between busy practitioners and world-class researchers through lectures, symposiums and conferences where innovations in research methodologies and applications are openly shared and explored.

How can our academic partnerships benefit you?

Come to an academic-practitioner event. Our conferences provide opportunities for practitioners to learn about the latest innovations in research, and to engage directly with academics who are moving the science of research forward.

Rajan, one of our research rockstars, reports from the frontlines. TRC's Chief Research Officer, Rajan Sambandam is an Adjunct Associate Professor of Marketing at Columbia University and is often asked to share his knowledge and experience in academic-practitioner issues with Wharton, Columbia University, Yale, and classrooms around the country. Visit our TRC.blog from time to time and read his latest contributions.

Keep an eye on our latest research. We're up to date on the latest research because we're helping to conduct it. Bookmark our knowledge library and look for updated published articles and white papers.

Academic Friends

Oded Netzer, Columbia University
Oded is an Associate Professor of Marketing at Columbia University. Preference measurement is a particular strength of his and among other things he has developed a model (called the Adaptive Self-Explicated model) that can compete effectively with methods like Max-Diff. He is a frequent presenter at TRC conferences and his graduate students have listened to multiple TRC lectures.

Olivier Toubia, Columbia University
Olivier is the Glaubinger Professor of Business at Columbia Business School. His research focuses on various aspects of innovation (including idea generation, preference measurement, and the diffusion of innovation), social networks and behavioral economics. He teaches a course on Customer-Centric Innovation and has presented his work at TRC's Frontiers of Research Conference.

Shane Frederick, Yale University
Shane Frederick is a Professor of Marketing at Yale School of Management. His research focuses on preference elicitation, framing effects, intertemporal choice, and decision-making under uncertainty. He is a long time collaborator of Nobel Prize winner Daniel Kahneman. Shane has presented his work at TRC's Frontiers of Research Conference.

Kamel Jedidi, Columbia University
Kamel is the John A. Howard Professor of Business at Columbia Business School. He has specific expertise in conjoint analysis and has conducted extensive research and published several papers on the non-compensatory aspects of that model. He is currently collaborating with TRC on a practical implementation of a non-compensatory conjoint model.

Rajeev Kohli, Columbia University
Rajeev is the Ira Leon Rennert Professor of Business at Columbia Business School. He specializes in understanding consumer preferences, with specific emphasis in conjoint analysis. He has conducted extensive research and published several papers on the non-compensatory aspects of that model. He is currently collaborating with TRC on a practical implementation of a non-compensatory conjoint model.

Raghu Iyengar, Wharton School of Business
Raghu is an Assistant Professor of Marketing at the Wharton School of the University of Pennsylvania. His specific expertise is in using conjoint analysis to understand consumer perceptions including consumer reactions to various kinds of pricing. He collaborates with TRC to understand this issue in greater detail through the development of new modeling approaches.

Vikas Mittal, Rice University
Vikas is the J. Hugh Liedtke Professor of Marketing at Rice University. For nearly two decades he has conducted research in customer satisfaction and loyalty, the inherent non-linearities and asymmetries in those relationships and their impact on firm financial performance. He is very adept at bridging the gap between academia and practice and, in fact, was employed by TRC at one time.

K. Sudhir, Yale University
Sudhir is James L. Frank '32 Professor of Marketing & Director of the China India Consumer Insights program at Yale University School of Management. As one of the best model builders in his area, he has used his skills in econometric modeling to understand marketing issues in a variety of industries. More recently he has used his skills to focus on the giants of Asia and their consumer consumption and decision making issues.

Brian Ratchford, University of Texas
Brian is the Charles and Nancy Davidson Distinguished Professor of Marketing at the University of Texas at Dallas. He is one of the pre-eminent experts on consumer information search processes and early mentor to our colleague Rajan Sambandam. Recently he has been studying the impact of the Internet on consumer search strategies.

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