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Consumer Insights. Market Innovation.


TRC's Conference on the Latest Developments in Market Research             

Frontiers of Research - May 13th, 2013

Registration is closed.

Idea Generation | Mobile Market Research | Reseach ROI |Pricing Techniques | Brand Perceptions

Market research thought-leaders and scholars from Harvard, Columbia, NYU, University of Maryland along with TRC's innovation-minded practioners will share and discuss the latest market research developments to common business problems.

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harvard logocolumbia university

university of maryland logo

 nyu logo

Monday, May 13th, 2013 from 9:15am - 3:00pm | Registration and breakfast begin at 8:45 | AMA Member/Student discount available

At The Yale Club of New York City, 50 Vanderbilt Avenue, New York, NY 10017 map it Tel:212-716-2100

Watch Conference Video from last year's conference.

olivier toubia

 Session 1: Involving Consumers in Idea Generation

 Olivier Toubia, Ph.D., Professor of Marketing, Columbia Business School

 Olivier will discuss several issues that arise when firms involve consumers in idea generation. In particular, how do we motivate consumers to provide thoughtful ideas, how do we screen and evaluate large numbers of ideas, how can we modify the idea generation task to increase the quantity and quality of ideas submitted by consumers?

For each of the above questions, Olivier will present results from one or two research papers that give rise to practical solutions.

 9:30 - 10:15

Download Olivier Toubia's presentation

Session 2: Doing More with Less: Getting Greater Value from Mobile Quant

Michael Sosnowski, TRC's Executive Vice President

Michael will look to expand our definition of what "more with less" means with respect to mobile market research, and use examples from traditional online studies to challenge existing assumptions about what will and will not work on a mobile service. He will demonstrate this by using data from a recent effort to conduct effective and rigorous max-diff -like research among a population of on-device respondents.

10:15 - 11:00

vicki morwitz

Session 3: Asking Questions Changes Respondent Behavior: Some Unintended Consequences of Market Research Surveys

Vicki Morwitz, Ph.D., Research Professor of Marketing, New York University, Stern School of Business

Simply measuring customers' responses to questions on a market research survey can change their behavior. For example, measuring customers' intentions to buy a product can change their later actual likelihood of buying that product. Measuring customers' satisfaction can make them more loyal and profitable customers. Vicki will outline factors that influence these measurement effects and provide explanation for why they occur.

11:00 - 12:00


Session 4: When Should You Nickel and Dime Your Customers?

Joydeep Srivastava, Ph.D., Professor of Marketing and Consumer Psychology, the University of Maryland

Price partitioning or the tactic of dividing the total price into two or more mandatory components is common in the marketplace. Every manager setting prices has had to wrestle with whether to partition - charge separately for everything such as warranty, installation, internet - or to bundle everything into one total price. Joydeep will discuss a framework for when and when not to partition prices.

1:15 - 2:00

doug chung harvard Session 5: The Flutie Effect: Do Collegiate Athletics Impact Admissions?

Doug Chung, Ph.D., Assistant Professor of Business Administration, Harvard Business School

The Flutie Effect refers to alleged spikes in collegiate enrollment following athletic success of the college. To investigate whether such a phenomenon really does exist, Doug used advanced econometric modeling to circumvent privacy laws that prevent data on applicant quality from being directly observed. His analysis of Division I FBS (Football Bowl Subdivision) college football teams shows several interesting results, and sheds light on how collegiate athletics affects both the quantity and quality of students applying to a particular college.



Note: Speakers and lecture topics are subject to change.

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